Episode Details

AI can synthesize your data. It can't tell you what matters.

Episode 188 Published 9 hours ago

Description

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!

Meet our guest:

Our guest is Jessica Barber Scott, a senior communication professional and independent consultant with 15 years of experience across regulated financial services, state government, and higher education. She is a PRSA Silver Anvil Award winner for crisis communication and has advised C-suite leaders at organizations including TIAA, Corebridge Financial, and EverBank.

Five things you’ll learn from this 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

Quotables

“The numbers are getting smaller as the work gets credible.” — Jessica Scott

“Come in with the data. Not with an apology, with data.” — Jessica Scott

“AI can pull faster. It can synthesize more broadly. It can find patterns across data at a scale that really no human team can match. But what it can't do is tell you whether you're measuring the right thing in the first place.” — Jessica Scott

“Getting media coverage is not a result. It's an output of the work and the effort that you made.” — Jason Mudd

If you enjoyed this episode, please take a moment to share it with a colleague or friend. You may also support us through Buy Me a Coffee or by leaving us a quick podcast review.

Guest’s contact info and resources:

Jessica Scott on LinkedIn

AMEC

Additional Resources:

How do you measure PR?

Yes, PR is measurable. How to measure and report public relations and strategic corporate communications

The 3 biggest PR measurement mistakes

5 metrics you should measure in PR

Listen to more episodes of the On Top of PR with Jason Mudd podcast.

Find out more about Axia Public Relations.

If you like this episode, you're going to love this:

What you should be measuring in your PR campaigns with Johna Burke