This article was originally published in the Union Leader.
By Michael Emerton, Public Relations Executive
In my 35 years of leading technology marketing programs at companies like 3Com and Cabletron Systems, I’ve witnessed the evolution of public relations from fax machine press releases to today’s multi-platform digital ecosystem. Yet, throughout this transformation, one challenge has remained frustratingly constant: the fragmented nature of performance data, which makes proving ROI feel like searching for the Holy Grail.
I remember the days when measuring PR success meant counting press clippings and calculating advertising value equivalents. Simple, yes—but hardly reflective of actual business impact. Fast-forward to today, and we’ve swung to the opposite extreme. Our data is richer than ever, but it’s scattered across a bewildering array of platforms: Hootsuite for social media management, LinkedIn for professional networking metrics, Meltwater for media monitoring, Salesforce for lead tracking, HubSpot for marketing automation, and Google Analytics for web performance. Each tool offers valuable insights, but connecting these dots requires the patience of a saint and the technical skills of a developer.
This fragmentation has created what I call “paralysis by analysis.” I’ve watched countless PR professionals spend more time wrestling with spreadsheets than crafting compelling narratives. We’ve become data janitors, manually exporting CSV files, normalizing formats, and praying our pivot tables don’t crash before the quarterly board presentation. Meanwhile, executives grow increasingly impatient with our inability to quickly answer seemingly simple questions: “Did our product launch campaign actually drive sales?” or “Which media outlets are delivering the highest-quality leads?”
The API limitations across these platforms only compound the problem. While some vendors offer robust integration capabilities, others provide minimal access, forcing us to rely on manual data collection routines that are both time-intensive and prone to error. I’ve seen too many promising campaigns undermined not by poor execution, but by our inability to demonstrate their value coherently.
However, after decades of wrestling with this challenge, I’m finally optimistic about a solution. The emergence of generative AI platforms, such as Google’s Vertex AI Studio, represents a fundamental shift in how we approach data consolidation. What excites me most is the democratization of AI capabilities—no longer do we need to rely on IT departments or expensive consultants to build intelligent dashboards. Today’s AI tools enable PR professionals to create sophisticated data analysis workflows without needing to write a single line of code.
I recently experimented with building an AI agent that automatically pulls data from our various platforms, normalizes the formats, identifies correlations between media coverage and website traffic, and generates executive-ready reports. Although not perfect, it showed that what previously took my team three days now happens in under an hour. More importantly, the AI doesn’t just aggregate data—it identifies patterns and insights that human analysis might miss.
This isn’t just about efficiency; it’s about transformation. When we can finally achieve that mythical “single pane of glass” for PR performance, we move from being order-takers to strategic advisors. We can shift conversations from “How many articles did we get?” to “How are we moving the needle on brand perception and business outcomes?”
The technology sector taught me that the most profound changes often appear gradually, then suddenly. I believe we’re approaching one of those inflection points in PR measurement. The question isn’t whether AI will revolutionize how we prove our value—it’s whether we’ll embrace this opportunity to forge our own “one ring” and finally rule the realm of data-driven public relations.
Founder & CEO, BridgeView Marketing
Michael Emerton is a seasoned technology communications leader whose career has spanned every primary wave of innovation—from the first days of network connectivity and the rise of enterprise management systems, to the handheld revolution with the Palm Pilot, the spread of ubiquitous WiFi, the emergence of cloud computing, and now the transformative age of artificial intelligence.
As the founder and CEO of BridgeView Marketing, Michael has led the agency for over 19 years, helping hundreds of cybersecurity, cloud, and enterprise tech brands grow visibility and market share through strategic PR and media engagement. Under his leadership, BridgeView has become a trusted voice for technology innovators worldwide. Michael’s career began at Cabletron Systems, where, as Public Relations Director, he managed communications for the MMAC product line and built deep relationships with Fortune 100 clients. He created groundbreaking video interviews with executives from NASA, Fort Knox, Camp Lejeune, United Airlines, and the creators of the Mars Pathfinder—just days after its successful landing.
He went on to hold leadership roles at 3Com, where he helped launch WiFi solutions for offices, campuses, and connected the 2000 Presidential Debate’s press corps with the first high-speed connectivity vs filing stories and pictures via dial-up modems. At Aprisma, he directed global PR for enterprise management systems and oversaw international product launches.
Michael holds a Bachelor of Science degree from Salem State University and is an accomplished Flight Instructor in the high-performance, single-engine land category—bringing the same level of precision and discipline to aviation as he does to technology communications.