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

Send us Fan MailIn 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 you2. 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 data4. Four moves that change the dynamic of any CFO budget meeting5. 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 MuddIf 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 LinkedInAMECAdditional Resources:How do you measure PR?Yes, PR is measurable. How to measure and report public relations and strategic corporate communicationsThe 3 biggest PR measurement mistakes5 metrics you should measure in PRListen 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 BurkeBarcelona Principles 4.0: How to measure PR effectively with AMEC CEO Johna BurkeThe power of PR measurement with Katie Delahaye Paine Recorded: August, 2026Support the showOn Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.