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Category Archives: Measurement

January 31, 2017

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Categories: Communications, Healthcare, Measurement, PR Research

Survey Says: Surveys are Worth It

Surveys have been a longstanding staple tactic for healthcare communications professionals, valued for laying the foundation for rich content and insights that can help generate media storylines. They can also be a large research investment, and within a content cluttered...

September 24, 2015

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Categories: Measurement, PR Research

Man vs. Machine: Choosing Between Quality and Convenience in Sentiment Analysis

Automated sentiment analysis is a hot-button issue for communications measurement experts – it’s so close to being the Next Big Thing in social media analytics, yet still so far from reliably succeeding. The appeal is obvious: While knowing the volume...

September 22, 2015

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Categories: Measurement, PR Research

Using Data to Find Your Story

As healthcare communicators, we tell stories to motivate people to change their habits, adopt new drugs and promote community awareness. Measurement is often seen as a way to gauge the effectiveness of our outreach, but it has another function, too:...

September 14, 2015

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Categories: Measurement

6 Tips for Using Measurement in Your Next PR Campaign

Over the years of working in the pharmaceutical space in marketing, market research, and now PR, I have come to realize that the ‘M word’ (Measurement) does not inspire enthusiasm among the marketing, sales and PR community. There is always...

April 23, 2015

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Categories: Awards, Measurement

What it Means to be a PR Measurement Hall of Famer

Recently I attended PR News’ Measurement Conference at the National Press Club in Washington, D.C. Common threads throughout the day were adhering to the Barcelona Principles, especially measuring PR results against business objectives. As a measurement specialist and committed member...

September 18, 2014

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Categories: Measurement, PR Research, Strategy

PR Measurement Evolves

The 2014 Annenberg GAP Study reported that 40% of public companies and 64% of private companies expect their PR/communications budgets to increase over 2013 levels. We asked agency leaders how this budget growth has translated into research and program measurement,...

September 18, 2014

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Categories: Measurement, PR Research, Strategy

Teaching New Dogs Old Tricks: Timeless Principles Meet New Technology

Shaquille O’Neal uses a FitBit. Carrie Underwood splurged on one too. And Gwyneth Paltrow revealed that she’s a Jawbone fan. All of these popular digital wrist devices for fitness are relatively new and now command $330 million in sales a...

September 16, 2014

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Categories: Measurement, PR Research

When is a message a message? When is a message your message?

A key ingredient in any successful communications initiative is the development of relevant, timely messages. Those messages enable third parties, including the media, to elevate visibility and awareness of your company, brand or cause among your target audiences, prompting them...

September 15, 2014

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Categories: Measurement, PR Research

Who’s Afraid of Measurement?

It happens every year, especially around this time: at some point, our clients will ask for some kind of metrics to demonstrate the value of their work – and by extension, ours. Even when we’ve built measurement into our planning,...

September 15, 2014

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Categories: Measurement

10 tips for putting measurement into action

Setting viable metrics starts with the formation of your PR program. Consider your goals, campaign scope, and audience. And be sure your tools and benchmarks match up with these other elements. Click here to read the full article on www.ragan.com....