In this episode of PR Explored, host Michelle Garrett, a public relations consultant, talks with guest Jonna Burke about the importance of measurement in PR.

They discuss the evolving landscape of AI and automation, the necessity of having strong data acumen, the importance of setting measurable objectives, the challenges around vanity metrics, and the significance of frameworks like the Integrated Evaluation Framework (IEF) and Barcelona Principles for effective PR measurement.

Jonna highlights tools and resources available for PR professionals, including AMEC’s measurement maturity mapper and the importance of ethical and inclusive data practices. They also explore the challenges and opportunities in communicating the value of PR efforts to organizations and the importance of PR professionals being confident in asking critical questions to improve strategy and outcomes.

The episode wraps up with insights on the nuances of copyright in PR, the varying levels of sophistication in PR globally, and the emphasis on continuous learning, curiosity, and being an advocate for strategic and data-driven PR within organizations.

In this episode of PR Explored, host Michelle Garrett, a PR consultant and writer, is joined by Gini Dietrich, founder of Arment Dietrich and Spin Sucks, to discuss the refreshed PESO model.

They explore the evolution of the model from its tactical roots to a focus on outcomes, and discuss the importance of owned media as the foundation of any PR strategy.

Gini shares her insights on the rising role of AI in PR, the ways to effectively measure PR outcomes, and the importance of community building.

Michelle and Gini also touch on managing client expectations, the significance of thoughtful comments in building relationships with journalists, and the need for an integrated approach to the PESO model over time.

PR and social media benefit from leveraging each other – yet often, there’s a disconnect between the two.

Silos may exist that prevent them from collaborating to maximize a brand’s communications. How can public relations and social media pros work together to get more out of each other’s efforts?

My guest, Karen Freberg, a professor of strategic communication at the University of Louisville and social media expert, joins me to discuss the best ways for these two to team up.

We also discuss the 2025 social media trends Karen is watching.