The real challenge for PR is leadership: if we dont define the data and control the conversation, we will have those parameters imposed on us, says Vanessa

Amy Wagner says move beyond the data to what it actually means for your business. Breen says the true value is how people feel about your brand. #movingmetrics #MumbrellaCommsCon

"Love brand" is the Holy Grail that ING have factored into their research brand trackers. #MumbrellaCommsCon #movingmetrics

The programs we were running in the agency was not aligned to what we were asked to measure, plus there was a lot of data which didnt actually mean anything: Liell. We started again and asked clients what actually matters to you? #movingmetrics #MumbrellaCommsCon

We are addicted to measuring what works, what changed the dial was when we showed what hadnt delivered any value: Liell. Figuring out What is really important for you is key, says Wagner #movingmetrics #MumbrellaCommsCon

Wagner asked supply chain what exactly the business needed, before the launch of Arnotts Cakes, this led to definitive outcomes for PR #MumbrellaCommsCon #movingmetrics

Amanda Behre says Brand Love and affinity is good, but we need to ask what does it lead to. Grab small data points to stitch the story together. #movingmetrics #MumbrellaCommsCon

David Breen cautions against using performance marketing metrics to measure PR. #movingmetrics #MumbrellaCommsCon

Can data break down silos? Rather than measuring for measuring sake, measure what you really want, says Liell. Breen says experiment with what works, dont keep measuring something that doesnt move. #movingmetrics #MumbrellaCommsCon

Behre says understand the business intimately and its ok to fail, as long as you learn from it. Wagner says embrace PR, have courage in your convictions, and have fun! #movingmetrics #MumbrellaCommsCon

Q from audience: pressure on PR to deliver sales has been growing, how have you moved the measures from clients to what PR was originally meant to do (consideration, awareness)? #movingmetrics #MumbrellaCommsCon

Response from Wagner: we have to do our job internally, ask the business to take a risk and prove worth of PR over time. Behre says to look at small opportunities, it's quite a big feat to change a business. #movingmetrics #MumbrellaCommsCon

Breen says there is evidence that publicly listed companies with high levels of trust outperform other companies. #movingmetrics #MumbrellaCommsCon

Before the next local holiday comes around, make sure you’ve taken the time to consider whether it makes sense for your brand to get involved. Our Managing Director, Skye Lambley, shares her tips for best practice news hijacking. n2n.com.au/general/anzac-…

Having a baby is like getting a face-tattoo. Our Government Lead Lisa Dr Lisa Portolan explains why. mumbrella.com.au/becoming-a-mot…

We’ve been shortlisted for PR Agency of the Year by Mumbrella! This has been the very definition of a team effort! Thanks to everyone who’s been involved, inside and out – we couldn’t have done it without you. #HerdMSL #humansofMSL #Mumbrella #TeamsMakeDreams #n2ncommunications

Our very own Blake Mason is flying the flag for diversity and inclusion at Herd MSL - on International Day Against Homophobia, Biphobia, Intersexim and Transphobia Blake reflects on being himself in comms, and where to next mumbrel.la/2JSAdbR via Mumbrella News

We're extremely excited to announce that Herd MSL has been appointed to support Audi Australia with their corporate communications strategy. We can't wait to work with their talented team! bit.ly/2F6MPbX

Despite extensive debate, #publicrelations struggled to easily demonstrate its worth. We're thrilled today to lead the market with the launch of two technology platforms including ROAR - our proprietary #insight, #measurement and #evaluation platform. bit.ly/2XJXwbH

The most important thing companies should be doing right now is ensuring their leaders are engaging regularly, meaningfully and empathetically with their audiences. Catch this op-ed on crisis comms from our Group Managing Director Skye Lambley in Listed@ASX Magazine's June issue.