PR Measurements Executives Actually Need

Business leaders are drowning in data but starved for meaning. And the pressure on communications teams to demonstrate real value has never been greater.

In this essential course backed by real-world research studies you will learn how to create PR plans that deliver metrics executives actually want and need.

Dive deep into five concrete measurement best practices designed to help you build metrics that go beyond vanity numbers and actually predict outcomes. Get access to new frameworks that will help you fortify your PR practice against volatile market changes like longer lasting crises, declining institutional trust, a fragmented media environment and the rise of AI search engines that shape how audiences consume information. Gain access to original research studies filled with insights on what makes content memorable, what earns audience engagement, how trust is built differently across industries, and what characteristics cause content to be cited by AI search engines.

Boost your industry intel with actionable insights on:

• Which visuals are the highest-impact content drivers. Both human readers and AI search engines favor articles featuring specific imagery—find out what’s resonating now.
• Why you should ditch AVEs, raw reach, and standalone share of voice. How to evolve your plans away from misleading data and replace them with predictive quality metrics.
• What types of content resonate most with humans and AI. Tips on how to optimize for human engagement—and AI search engine citation (and how to analyze both).
• How to connect outputs with outcomes. High-quality coverage in the right outlets function as predictive proxies for outcomes when tracked with rigor. Learn how.
• Why ‘share of model’ should be in your dashboard. New core KPI alert: get up to speed on how to analyze and optimize how your brand shows up in AI-generated responses.

Measurement should serve as a strategic compass, not a scoreboard, guiding communications teams toward better decisions and more defensible results. Get the tools you need to build custom media impact scores grounded in research drivers like recall, audience quality, and perception—and walk away more fluent in AI-driven measurement lingo and practices. Take this important course today!