Measurement

Part of what PR pros do is look ahead, providing insight about the future for those they counsel. Accordingly, we offer more 2023 predictions as the year draws to a close.

Our Explainer series looks at The Barcelona Principles, a framework from AMEC that helps measure communication’s value.

The authors argue consumers’ spiritual beliefs can help predict behavior. As such, we should add it to traditional demographics and psychographics.

As was the case in 2021, our annual Measurement Month survey found reasons for optimism about measurement and data use in PR. Yet issues persist as measurement barriers block a full-on celebration.

In addition to this column, which is only one of many essays PRNEWS devotes to PR analytics and advisory themes, additional options exist for those readers eager to learn more.

It’s imperative that PR be part of integrated marketing. Making that happen requires that PR focus more on measurement, technology and critical thinking, writes Anna Ruth Williams.

Capital One communicator Kara Taylor shares her measurement plan. It includes quarterly reviews and rates and percentages over raw numbers.

Common wisdom says PR pros must choose humans or machines when conducting media content analysis. The common wisdom is wrong.

With a recession possible, PR, like many sectors, is concerned. A dinner of in-house communicators says showing value through data is key.

Some PR pros may fear or resist artificial intelligence (AI). They view it as a threat, worrying it could replace humans with robots. But that’s hardly realistic. PR primarily is about relationship building, with those… Continued