by William Comcowich | May 10, 2017 | PR Measurement
Many business executives and public relations professionals cite “increase awareness” as a top PR objective. But awareness has become a controversial metric in PR measurement circles. Some say awareness, or brand recall, is a major factor leading to...
by William Comcowich | Apr 27, 2017 | PR Measurement
PR often fails to gain budget resources and the respect of management because of poor measurement practices or the lack of measurement. The faulty measurement practices include bad metrics, misaligned goals, and failure to include social media in PR measurement, among...
by William Comcowich | Mar 23, 2017 | PR Measurement
Measurement offers the public relations industry one of its top growth opportunities. PR agency executives surveyed by the USC Annenberg Center for Public Relations ranked measurement third out of 18 potential growth drivers. Two-thirds of agency executives and over...
by William Comcowich | Feb 16, 2017 | PR Measurement
The value of press releases remains an ongoing controversial topic among public relations professionals. Some say press releases are an antiquated, ineffective technique. Others say press releases endure as a valuable public relations tactic. Most recently, Maggie...
by William Comcowich | Dec 15, 2016 | PR Measurement
Never mind streaming live video or photo sharing on social media. Many PR veterans predict that the growing importance of PR measurement, driven by increasingly powerful analytics tools, will be the most important trend in public relations in 2017. “The ability to...
by William Comcowich | Sep 15, 2016 | PR Measurement
PR’s continuing struggle with measurement confounds many PR measurement experts. Although most PR managers appreciate the benefits of measurement, PR agencies and corporate departments cling to inferior metrics that emphasize viewership — such as total reach or...
