The PR industry has a measurement problem. Most firms report impressions, reach, media mentions, sentiment scores, share of voice, and advertising value equivalency. But almost none of these metrics measure what a PR firm actually produces. This article outlines the three metrics that actually measure PR: business outcome correlation, quality-weighted coverage, and audience-stakeholder-specific reach.
A communications team in 2026 runs on a stack of AI tools. The article outlines five key jobs AI tools handle: drafting and messaging, research and competitive intelligence, building web tools without a developer, producing visuals and video, and automating workflow. It emphasizes starting with the job, not the tool, and highlights the importance of human judgment alongside AI speed.
Most crisis plans are too slow. Here’s how to write a crisis communication plan that works in the first 24 hours, with a step-by-step template for activation, messaging, and control.
The first time a CEO asks a chief communications officer "do we show up in ChatGPT," the conversation that follows reveals more about the comms function than the question itself. The question is increasingly being asked. The answers vary in quality, in part because the discipline
The DEA's Schedule III reclassification is the most consequential federal cannabis policy event since the modern legal industry began. The communications work that follows from it is correspondingly material.
Why the world's luxury hospitality and fashion brands are now real estate developers — and what that means for the communications work around the fastest-growing luxury real estate category.
How Compass, Anywhere, Douglas Elliman, and the broader U.S. residential brokerage tier are competing for the top-producing agents who actually move the revenue.
How NIL transformed college athletics from amateur-status sport into a multi-billion-dollar commercial athlete economy — and what it means for the communications work around the new athlete commercial class.
How NFL on Amazon and Netflix, the NBA's 11-year deal, MLB on Apple, and the broader streaming-era broadcast realignment have rewritten the communications playbook for every major sports property in the U.S.
2023–2026 has produced the most editorially active creative leadership reshuffle in modern fashion history. What the cycle means for the houses, the directors, and the communications work around the transitions themselves.