In a world where trust is declining, confidently communicating the success of communications has never been more crucial. Even slight confusion or mistrust in metrics can damage stakeholder relationships and impact budgets.

In this episode of the PR Resolution Podcast, I bring the most frequently asked questions on measurement from PR teams to two leading independent measurement consultants: Paul Hender and Steph Bridgman.

Both are impartial on platforms and data points and serve as board members of the Association for Measurement and Evaluation (AMEC). Paul also leads the AMEC Measurement Diploma course—so we’re in safe hands!

We cover:

> Core principles of data and how they relate to communication objectives

> How tools and data sources have evolved, and whether AI is accelerating or holding us back

> Who should be responsible for evaluating PR

> Key skills for sourcing and analysing data

> What PR teams need to trust their data—and earn the trust of stakeholders in 2026