With the momentous events of 2016 still very fresh in all our minds, the Measurement Practice team recently reflected on the implications of these events on key communications and measurement priorities in 2017.
Each member of the TMP team has written a short piece focusing on their own areas of expertise, but related to the broad practice of communications and measurement.
Their thoughts can be found below.
We still need experts. Better decisions need more rigour, not fewer experts, argues @colin_wheeler. Lack of objectivity has undermined them
The fake news phenomenon shows us that simply placing a story with traditional news sources is no longer enough, argues @prmeasured
Not all business problems could have been avoided with better communications, says @guycorbet, and overclaiming is not helpful
The robots really are coming. AI is ten years ahead of schedule and will soon be taking PR and communications jobs, anticipates @patmolloy
To improve credibility, researchers must measure emotion, place outcome over output, and stop ignoring dark social, says @MikeDDaniels
Italian verion: Investire nei ferri del mestiere
The rapidly changing nature of professional communications puts ongoing development and training front and central, says @BassiBbassi