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
Fake news proves the power of earned content.
The fake news phenomenon shows us that simply placing a story with traditional news sources is no longer enough, argues @prmeasured
A little humility (or realism), please.
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
Look at what is really happening.
To improve credibility, researchers must measure emotion, place outcome over output, and stop ignoring dark social, says @MikeDDaniels
Investing in the tools of the trade.
Italian verion: Investire nei ferri del mestiere
The rapidly changing nature of professional communications puts ongoing development and training front and central, says @BassiBbassi
[…] is always full of plans for a brighter year ahead, and 2017 was no different. The members of the Measurement Practice, myself included, have each written their own take on the impact of 2016 events on communications […]