Originally posted on Beyond PR:

google trends prYesterday we discussed the evolving media environment, and some of the emerging PR trends that will impact our business in 2013.  Today, we’re going to drill down into more tactical PR trends, and discuss how the practice of PR is changing on a fundamental level.

Evolving outcomes

The outcomes expected of PR are evolving, and that’s where we’ll start today.   Traditionally, PR outcomes have been campaign based, and in many cases, have been measured fairly narrowly, in terms of media pick up and AVEs.  Tying PR output to the business bottom line has long been a challenge.   It’s a different story today, however, and it requires an expanded view of measurement across the enterprise.

“What we measure is part of the puzzle,” notes Deirdre Breakenridge, CEO of Pure Performance PR and author of Social Media and Public Relations: Eight New Practices for the PR Professional. “When we look at…

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