Measuring effectiveness of public relations campaigns can be challenging. Many variables go into creating successful PR efforts, but success often starts with establishing benchmarks to gauge progress.

Now 15 years into business, PR Return has observed many changes in the industry and the world at large. Like any industry experiencing disruption, PR pros must keep a pulse of where the industry is headed, adapt to new technologies and be ready to roll with the changing landscape.

Some businesses and experts found themselves center stage as the world focused more on their disciplines and needed their guidance more than ever, but they still needed to be proactive to capitalize.

It’s one thing to tout your expertise and leadership directly through bylined articles and white papers, but the third-party validation that comes through industry awards can go a long way in building trust and credibility for your brand.

In early 2006, PR Return launched with a small roster of clients that spanned healthcare, marketing, commercial real estate and technology.

Fifteen years ago this week, PR Return proudly opened for business. After a few stints at PR firms large and small, Founder Kraig Smith proudly assembled a team of two, leased a tiny office in Chicago’s West Town neighborhood and welcomed a handful of technology-focused clients. What we lacked in gray hair, we more than compensated for in enthusiasm, eagerness to build brands, a laser focus on results and an unwavering commitment to do great work.

When PR pros can’t rely on having regular, fresh news to distribute to grab media attention, being proactive and creative in generating unique brand stories becomes essential. Consider these tactics to keep media relations efforts productive during those intermittent news droughts.

As more businesses look to modernize and refresh their marketing and communications strategies, public relations and, more specifically, media relations and thought leadership remain some of the most important tools in the box.

The Big Ten Conference (B1G) recently cancelled fall sports. What the announcement of the cancellation lacked was any sort of transparent communication about the reasoning behind the decision. Predictably, this led to confusion, outrage and backlash.