AI Can Analyze Your Data. But Can It Tell You What Matters?

AI Can Analyze Your Data. But Can It Tell You What Matters? In this episode, Jessica Barber Scott joins host Jason Mudd to discuss how public relations professionals can move beyond impressions and advertising value equivalency to measure outcomes and impact, build measurement frameworks around business objectives, and use AI without losing the human judgment a CFO relationship requires. Tune in to learn more! 🤔 Five things you’ll learn during the full episode: 1. Why AVE still shows up in reporting and what it costs you 2. How to climb the three tiers of PR measurement (outputs, outcomes, and impact) 3. Why your measurement framework should start with the business objective, not the data 4. Four moves that change the dynamic of any CFO budget meeting 5. What AI can do for measurement and what it can’t replace 🎧 Episode Highlights [03:30] Why AVE won't die "When you're specifically talking to folks in finance, they see [AVE] as an equivalent — people who are not practitioners, who aren't digging around in media hits and tracking it." [13:55] Outputs, outcomes, and impact — the real difference "Outputs are real. They're impressions. They're placements. It's reach. They measure something." [25:01] Build the framework backward "Build the framework backwards, right? And so it's a common measurement mistake, you've said, with pulling information and working forward.” [42:16] What AI can't do "AI feels like it's everywhere, right? Like, you talked about LinkedIn earlier. In every single LinkedIn post, it feels like somebody's talking about AI." [44:52] A wall of data isn't a strategy “It is so that it is consumable and it makes sense. Because honestly, if I walked up to anybody, like if you walked into a meeting with a C-suite member and said, ‘Okay, here is this spreadsheet of all of this data,’ can you imagine?" 📚 Resources Connect and learn more about Jessica Scott on LinkedIn:   / jessicabarberscott   AMEC: https://amecorg.com/ Additional Resources: How do you measure PR?: https://www.axiapr.com/blog/how-do-yo... Yes, PR is measurable. How to measure and report public relations and strategic corporate communications: https://www.axiapr.com/blog/yes-pr-is... The 3 biggest PR measurement mistakes: https://www.axiapr.com/blog/the-3-big... 5 metrics you should measure in PR: https://www.axiapr.com/blog/5-metrics... Listen to more episodes of the On Top of PR with Jason Mudd podcast: https://www.axiapr.com/podcast Find out more about Axia Public Relations: https://www.axiapr.com/ If you like this episode, you're going to love this: What you should be measuring in your PR campaigns with Johna Burke:    • PR Measurement Expert Johna Burke, AMEC   Barcelona Principles 4.0: How to measure PR effectively with AMEC CEO Johna Burke:    • Barcelona Principles 4.0: How to Measure P...   The power of PR measurement with Katie Delahaye Paine:    • The power of PR measurement with Katie Del...