Measuring PR in metrics your leaders will understand

New skills are needed to prove success as the creative side of PR merges with analytics. So make friends with your data-smart colleagues.

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David B. Rockland has advice for PR warriors that will not only perk up your workday, but also improve your standing in your organization: Make some new friends.

Public relations pros tend to be right-brain types, eager to apply their creativity to a campaign, says the chief executive of Ketchum Global Research & Analytics.

So they should befriend the left-brain, analytical types who can help target the approach and prove results, Rockland says in the talk, “From Barcelona to Integration: Powerful Measurement Principles for Superior PR Programs.” The speech can be viewed free courtesy of Nasdaq Media Intelligence and Ragan Communications.

“See if you have a market research group somewhere in your organization, and make them your best friend,” Rockland says.

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