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Articles on Leveraging Measurement
"GE’s Gary Sheffer Talks Research and Reputation"
“Data is key for driving business decisions,” said Gary Sheffer, vice president of communications and public affairs for General Electric.
"The Elephant in the Room: An ‘Unwillingness to Measure’"
Public relations doesn’t have a measurement problem. Instead, it has an “unwillingness to measure” problem.
"Relying On Data To Take Hyper-Personal Strategic Communication Even Further"
The strategic communication process will continue to evolve in 2014 as formative research is increasingly powered by newly available data and tools that help personalize relationships.
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