Russell Working
IBM expert: Comms pros must become data scientists
Communicators must embrace their role as strategists, storytellers and scientists to succeed. Data is at the heart of it all.
Measurement
William Comcowich
Analytics make TikTok more attractive to marketers
The enhancement to the increasingly popular video site gives brand managers a way to gauge the traction their posts get. Here’s what you need to know.
Ted Kitterman
How to explain media relations value to clients
Part of the PR function is getting your organization’s experts and newsmakers placed in high-authority publications—but you can’t guarantee success. Here’s how to break it down.
Ronn Torossian
Where CMOs are spending their budgets
How are the marketing honchos looking to invest their time and money? Here’s what PR pros should know to stay competitive.
Katie Delahaye Paine
Unclear on execs’ business objectives? Set your own, and start measuring
You can’t benchmark your campaigns’ effectiveness against thin air, and if internal bosses or external clients offer fuzzy goals—or none at all—identify sensible, relevant mileposts for yourself.
Erika Heald
Why overarching KPIs are crucial for your mission and brand
Global organizations require some region-specific distinctions, but not at the expense of your overall goals and reputation. Setting overarching standards can keep everyone on track.
Beki Winchel
Boeing axes a top exec, REI takes a pass on Black Friday, and why it’s time to start using AI
Also: NBC affiliate apologizes for delayed tornado report, Always’ more-inclusive packaging, Nike chief resigns, and PR pros’ favorite platforms for personal branding and networking.
Beki Winchel
KFC ‘seasoned tickets’ sell out, Malibu Barbie as an Airbnb host, and the beer wars slosh on
Also: Juul pulls fruit-flavored products in U.S., Experian’s media relations secrets, interactions on Facebook and Instagram remain steady, and more.
Emma Haddad
How to show your PR results to leaders
Industry pros say proving ROI to top executives is a major concern. Here’s how you can keep your value top of mind with your organization’s decision-makers.
Beki Winchel
WeWork to lay off 2,000, Deloitte marketing report reveals ‘experience debt,’ and LinkedIn debuts employee engagement features
Also: Disney+ leans into nostalgia with Twitter thread, Porsche and Boeing team up for futuristic travel options, Xbox looks to cut down on toxicity, and more.
Brian Pittman
It’s budget time: 3 tips to show social media’s value
Is your boss demanding more accountability from your online outreach? Here are three tips to help you measure up.
Mary C. Buhay
3 tips to catapult your B2B content and news past the noise
Business communicators are not only competing with rivals within a particular sector but also seeking to cement trust with their audiences. Authenticity and visuals are key elements.
Beki Winchel
DoorDash lags on data breach disclosure, Instagram users seen declining, and the wealth-gap problem for communicators
Also: Anheuser-Busch ditches influencer over racist tweets, Japan Airlines seeks to child-proof your flight, PR pros are taking over brand concerns, and more.
Tiffany Guarnaccia
Setting new benchmarks for PR’s value
The old ways of evaluating processes and protocols simply fall short in this ever-changing industry. Consider these three approaches to keep pace with evolving messaging demands.
Ted Kitterman
Younger employees don’t want to be regulated on social media
When surveyed, almost half of employees between ages 18–35 said they did not want to be policed on political speech at work.
