Hits, mentions, impressions and Share of Voice matter. They give you valuable insights into how visible your message is. But if PR’s main job is to manage relationships with your organizations’ publics, these numbers don’t tell you much about relationships. If PR is about how the public sees and trusts your organization, impressions can’t measure that. At best, they’re a weak stand-in. But, sometimes, they’re the best bad option we have.
Looking for a crisis PR consultant? Read about Brand Aid’s framework for managing reputational risk with speed, clarity, and control.
Some businesses still measure their PR output in 2D. Impressions, hits and SOV can help us to understand how earned media channels are performing, but they don’t tell us about how a communications program has contributed to the business’ bottom line. Come budget time, PR pros need a better explanation of how their hard work helped the business achieve its goals.
The growing use of Artificial Intelligence (AI) in business has raised concerns among Canadians. This article, based on a piece originally published in Strategy, explores a recent survey of 600 Canadians, highlighting their worries about AI usage and their willingness to switch to brands that avoid this technology. It also delves into strategies for building consumer trust, emphasizing security, education, transparency, and adherence to recognized standards. Discover insights and practical steps for navigating the complex landscape of AI in business.