InsightsPOSTED February 25, 2019

Crystal Ball 2019: Where the data at?

SHARE: Twitter Share LinkedIn Share Facebook Share

Data on an iPad

With 2019 ramping up, expect new trends throughout the news, social media, technology and more. At APEX and ruckus digital we will be sharing our predictions on some of these trends that we think will define 2019 (or at least part of it).

Danielle Scott, senior consultant at APEX PR, shares her view on what’s next for measuring PR results.

Measurement in PR has long been a debated issue and in today’s communications landscape, with the lines between paid, earned, shared and owned media continuing to blur now more than ever before, it is the time to look ahead to new ways of measuring our results.

How can we quantify our contribution to our clients’ business objectives in a truly meaningful way in 2019?

Create data dashboards

With communication silos disintegrating at a rapid pace, measurement must be fully integrated into a single online dashboard to help meet the needs of multiple client stakeholders.

Figure out the “so what”?

Analyzing the context of content across all channels will be an important metric for success. Gone are the days of media impressions, we need to showcase the “so what” of our programs to demonstrate to our clients how we’ve moved the dial and supported their bottom line in a holistic and thoughtful way – beyond the numbers.

Measurement will continue to morph alongside the evolving PR landscape, but in 2019 and beyond, data will continue to be king. As PR practitioners it’s our jobs to showcase the work that we do in a way that’s meaningful and smart.  

Danielle Scott is a Senior Consultant at APEX PR. Want to us to create successfully measured campaigns? Check out our website at or email us at

Check out more of our Crystal Ball series to know what other trends to expect in 2019.

Leave a Comment