28 Jan 2026 · 1 min
Jim James introduces the Active Communications Index, a metric to measure whether companies turn employees, customers, and partners into brand evangelists. He built this after 25+ years running a PR firm and founding eight companies, arguing that PR should track actions, not just sentiment.
Hello, and welcome to this episode of Speak pr. My name is Jim James, and I'm on a mission to find out whether companies are doing enough to convert their employees and their customers and their partners into evangelists for their brands. And I'm doing that by creating a metric called the Active Communications Index. Now, I'm doing this because in public relations, we're often accused of really not having any tangible results, but I think that's not true. I'd like to change this and move away from just sentiment analysis to actually tracking what people are doing within the company and outside of the company and what a company is doing proactively to manage the amount of work that it's doing to get noticed. Now, I'm doing this because for over 25 years, I've run a public relations firm. I've also built eight companies on three continents. And the old saw is that public relations can't get measured, but I believe that it can. And the Active Communications Index.
How can this be easy? The mindset approach approach to change how you build your business.