‘Settle in’ vs. ‘search and destroy’

Print’s best for understanding

Mission impossible?

Tighten your mission statement

Track outputs, outtakes and outcomes

Tips for measuring communication success

Good PR measurement doesn’t just track ad value equivalencies. Instead, it links your efforts to the organization’s key performance indicators, or KPIs.

So track outputs, outtakes and outcomes, says Shonali Burke, ABC, principle of …

Eat your budget dust

Invest your year-end money before it gets swept away

Mission creep

Don’t let the mission statement become the mission

Segment your audiences

Let audience members target themselves