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A large budget makes it easier to obtain substantial media exposure and measure the results of PR and marketing. But most organizations don’t have millions (or even thousands) to spend on media measurement. Most nonprofit organizations, start-ups and small businesses...
Economic damage caused by the Covid-19 pandemic increases the importance of PR measurement and evaluation. With corporate revenues down across the board and budgets under scrutiny, PR must prove its value to company management to defend its budgets, according to new...
PR has traditionally found it difficult to find the numbers that justify their work to management, measure their contribution to the bottom line and gauge the effectiveness of their various strategies. Measuring PR efforts is now mandatory if PR is to protect its...
The use advertising value equivalencies (AVEs), the much-derided PR metric, still lingers in some quarters. AVEs value media relations placements by comparing them to the cost of equivalent advertising space. PR measurement experts dismiss the metric as inaccurate and...
Advances in artificial intelligence (AI) will bring new benefits to social media analytics and PR measurement. AI tools can comb through enormous numbers of online posts, including both traditional and social media, and analyze brand mentions to determine the overall...
Most executives experience a major disconnect between expectations of PR and its results, new research reveals. Most executives believe PR should be tied to specific business outcomes, but very few see results they expect, according to a survey by North 6th Agency...
