This one-day conference will show you how to measure all the
key areas of your communications initiatives.

View Brochure See Who's Registered So Far 2 Lucky Attendees will Win a Nook @ the event!

#prmeasure

• About 
• Agenda
• Speakers
• Hall of Fame Inductions
• Who Should Attend
• PRSA Accreditation
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• Meet Our Sponsors
• Facebook Page
• Certificate for Attending
• What People Are Saying
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Providing solid results of PR's role has never been more critical for communicators. Join PR News on March 1, when top PR practitioners in measurement show you how to effectively capture the full impact of your PR efforts. The PR News Measurement Conference is the one measurement-focused conference that you cannot afford to miss.

This one-day event is packed with practical lessons in measurement - from measuring mainstream media to social media, linking PR efforts to business objectives, measuring employee communications, reputation management and how to make the most of your dashboard. You will also learn the must-know trends for 2011, how to establish measurement benchmarks and ensure that your PR efforts are in line with the goals of the C-suite.

The PR News Measurement Conference brings together top measurement experts - from agencies and corporations - to share practical advice, innovative strategies and tactics to help you prove the value of PR. The interactive setting is designed to allow ample time to ask questions during panels. And, as a bonus, we'll provide an Executive Summary covering the key points of each session to all attendees following the event. Join us for an information-packed day of learning, discovering and networking.

Space is limited, so register yourself and your team today.   

Tip Sheet on How to Measure Social Media Engagement

Executive Summary - we take notes for you!

Unlimited and exclusive access to all conference presentations online

Certificate of Attendance

• Using PR to Drive Sales
• Integrated Communications
• Issues Management and Messaging
• Proving PR’s Value
• Media Relations Measurement
• Social Media Metrics
• Digital PR Measurement Secrets
• Branding/Product Launches
• Reputation Management
• Internal Communications
• Research Tools, Vendors and Resource Allocation

• Johna Burke, Senior Vice President, BurrellesLuce
• Elizabeth Castro, Vice President, O’Malley Hansen
• Latia Curry, Director of Partner Engagement and Special Initiatives, U.S. Fund for UNICEF
• Bill Dalbec, Senior Vice President, APCO Worldwide
• Ed Davis, Director, Media Relations, United Way, Greater Houston
• Natasha Fogel, Executive Vice President, Global Measurement and Media Analytics, StrategyOne
• Jason Forget, Corporate Reputation Manager, GE Energy
• Jay Hamilton, Senior Director, Digital Media - Public Relations, Marriott International, Inc.
• Mary Henige, APR, Director, Social Media & Digital Communications, General Motors Company
• Angela Jeffrey, Vice President, Editorial Research, VMS
• Tim Keefe, Vice President, Internal Communications, JPMorgan Chase
• Gary Lee, CEO, mBLAST
• Tim Marklein, Executive Vice President, Measurement and Strategy, Weber Shandwick
• Paolina Milana, Executive Vice President, Global Marketing, Marketwire
• Israel Mirsky, Executive Vice President, Emerging Media and Technology, Porter Novelli
• Frank Ovaitt, Executive Vice President, Makovsky & Company
• Katie Paine, CEO and Founder, KDPaine & Partners
• Ashley Pettit, Public Relations Specialist, Southwest Airlines Company
• Ilana Rabinowitz, Vice President of Marketing, Lion Brand Yarn Company
• Heidi Sullivan, Vice President of Media Research, North America, Cision
• Kye Strance, Director of Product Management, Vocus, Inc.
• Karla Wachter, Senior Vice President, Waggener Edstrom
• Evan Welsh, Global Media Relations, SAP AG

 Conference Moderators:

• Regina D'Alesio, Events and Special Projects Manager, PR News
• Diane Schwartz, Senior VIce President and Group Publisher, PR News
• Scott Van Camp, Editor, PR News

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8:40 - 8:45 a.m. Opening Remarks

	Diane Schwartz Senior Vice President and Group Publisher, PR News
	Regina D'Alesio Events and Special Projects Manager, PR News

8:45-9:15 a.m.

The Must-Know Trends and Next Practices in PR Measurement

Kick off the day with a checklist of the do’s and don’ts of measurement planning and proven strategies from expert thought leaders. In this opening session, we’ll take you through the latest topics and trends in PR measurement—how to measure “influence,” the debate on AVEs, where social media fits in the measurement mix, measuring outcomes and dashboard options to capture it all. You’ll hear from PR’s measurement leaders about what works, what doesn’t and what you can learn from it all.

	Angela Jeffrey Vice President, Editorial Research VMS
	Tim Marklein Executive Vice President Measurement and Strategy, Weber Shandwick
	Frank Ovaitt Executive Vice President Makovsky + Company

9:15-10:15 a.m.

Media Measurement: From Mainstream to Social Media

With new social media platforms, online communities and “influencers” changing the media landscape, tracking your organization’s media outreach is more challenging than ever. Learn the best techniques for measuring your media relations activities—from mainstream media coverage to Twitter and Facebook interactions. This session digs deep to address your key measurement questions, including how to combine traditional and social media metrics to create meaningful data points. And, most importantly, you'll learn the latest tactics you need to tie your media relations to business outcomes and goals.
You'll learn:

• How to conduct analysis of online messages
• How to link media relations to business objectives, including increased sales, improved reputation or customer satisfaction
• How to compare coverage across traditional and new media platforms (i.e. the value of Wall Street Journal print vs. online vs. blogs)
• How to understand where social media measurement fits into the mix, from measuring blogs to Facebook and Twitter
• How to create consistent messaging between paid and earned media

   

	Ed Davis Director, Media Relations United Way of Greater Houston
	Israel Mirsky Executive Vice President, Emerging Media and Technology Porter Novelli
	Johna Burke Senior Vice President BurrellesLuce

10:30-11:30 a.m.

How to Tie PR to the Bottom Line

Demonstrating PR's role in driving revenue for an organization has never been more critical than it is now, in this tough economic climate. Delivering solid, quantifiable results can be the key to obtaining buy-in from the C-suite for all of your important initiatives. This case-study-based session provides you with the tactics you need to collaborate with your sales team, use PR to influence all aspects of sales and, ultimately, make PR a proven contributor to the bottom line.
You'll learn how to:

• Integrate PR with marketing, advertising and sales efforts
• Ensure that your PR efforts are in line with the goals of the C-suite
• Understand the underlying business objective to successfully link PR with business outcomes
• Develop a content strategy to support every step of the sales process
• Link PR efforts back to sales
• Translate ROI results into the language of your management

	Ashley Pettit Communications Analyst Southwest Airlines Company
	Karla Wachter Senior Vice President Waggener Edstrom
	Evan Welsh Global Media Relations SAP AG

Noon – 1:15p.m.
Luncheon, Keynote Presentation and Measurement Hall of Fame Inductions

PR News Measurement Hall of Fame Inductees:

Frank Ovaitt
Executive VP
Makovsky + Company

Tim Marklein
Executive VP, Measurement & Strategy
Weber Shandwick

Donna Coletti
Director, International Communications & Market Research
Texas Instruments

Kathy Collins
Vice President, Public Affairs and Policy Research
Harris Interactive

Dr. James  Grunig
Professor Emeritus
University of Maryland

Keynote Presentation

After the Crisis: Measuring Reputational Repair

General Motors' journey from chapter 11 to its recent IPO has been a major story of the global financial downturn. To help mitigate the crisis and provide transparency to the public, GM launched GMReinvention.com - a social media response channel to help humanize the company, engage consumers and provide updates to key stakeholders and the general public. In this keynote presentation, Mary Henige shares the impact of this real time rapid response and the lessons organizations can learn from GM's experience.

Mary Henige Director of Social Media and Digital Communications General Motors

1:30-2:15 p.m.

Inside-Out Measurement: Internal Communications

Developing a strategy for effective internal communications can foster an environment in which employees drive positive conversations—and the bottom line—for your organization. And with the ascendance of social media, all employees are, in effect, marketers and ambassadors for your brand or organization. We'll show you how to measure the impact of these internal (and, ultimately, external) conversations on your brand, and provide best practices on internal communications.
This panel will teach you how to:

• Conduct employee surveys and use employee feedback effectively
• Use social media tools to involve employees in corporate goals and strategies
• Monitor what employees are saying about your brand online
• Measure employee communications programs and initiatives

Plus - we’ll share examples of employee surveys and social media policies from organizations whose internal communications strategy is working.

	Latia Curry Director of Partner Engagement and Special Initiatives U.S. Fund for UNICEF
	Bill Dalbec Senior Vice President APCO Worldwide
	Tim Keefe Vice President, Internal Communications JPMorgan Chase

2:30-3:15 p.m.

How to Measure Influence - Online and Off

In today's age of transparency, consumers, employees and other stakeholders play a key role in influencing perceptions of your company's brand and reputation. It is important for organizations to monitor what is being said and gauge the effect of key influencers on your brand or organization. This session provides you with the tools you need to identify and engage influencers, and effectively measure their impact.
 
You'll learn how to:

• Create a map to identify and organize key influencers
• Measure sentiment on Twitter, Facebook and other social media platforms
• Build and maintain relationships with media, bloggers and other prominent influencers
• Translate measurement into the language of senior management
• Manage “badvocates” who influence your cause or brand

	Gary Lee CEO mBLAST
	Jason Forget Corporate Reputation Manager GE Energy
	Natasha Fogel Executive Vice President, Global Measurement and Media Analytics StrategyOne
	Paolina Milana Executive Vice President, Global Marketing Marketwire

3:15-4 p.m.

Measuring the ROI of Your Social Media Efforts

Now that you are fully engaged on Twitter, LinkedIn and Facebook, measuring engagement is the next key step—and this goes beyond simply looking at the number of followers. For those looking to tie PR to business outcomes, social media provides ripe opportunities for demonstrating ROI. This session shows you how to define digital and social outcomes, apply Web and search analytics, analyze conversations and communities and shift your focus beyond impressions to audience engagement and actions.

You'll learn how to:

• Establish benchmarks for social media measurement
• Measure and track the influence of blogs, Twitter, Facebook and other social networks
• Integrate new media metrics into your measurement program
• Track and measure the impact of word of mouth (WOM) campaigns
• Analyze the content of online messages
• Utilize affordable software tools to improve your measurement capabilities
• Make tactical changes based on real-time WOM measurement
• Drive online traffic, links and revenue

	Elizabeth Castro Vice President O’Malley Hansen
	Jay Hamilton Senior Director, Digital Media - Public Relations Marriott International, Inc.
	Ilana Rabinowitz Vice President of Marketing Lion Brand Yarn Company
	Heidi Sullivan Vice President of Media Research, North America Cision

4-4:30 p.m.

Making the Most of Your Measurement Dashboard

The ability to give the C-suite a clear snapshot of PR's activities and key metrics can't be overstated. Enhancing your current dashboard with key metrics—from social network activities to media initiatives—can provide an informative look at your PR efforts across the board. This session provides best practices on how to use your dashboard, what to include and how often—so your dashboard provides an updated, clear picture. Cap off your day of learning with a new dashboard to position yourself and your organization for measurement excellence.

You'll learn how to:

• Reach a consensus on the definition of communications success
• Identify which metrics matter most to you and your organization's leadership (and which metrics don't)
• Match business goals with KPIs for maximum impact on leadership
• Successfully integrate social media metrics with more traditional measurements

	Katie Paine CEO and Founder KDPaine & Partners
	Kye Strance Director of Product Management Vocus, Inc.

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If you spend at least a quarter of your time in any of these areas, you should attend this Summit:

• Public Relations
• Measurement
• Research & Analysis
• Public Affairs/Issues Management
• Media Relations
• Crisis Management
• Digital and Social Media
• Community Relations
• Corporate Communications
• Word of Mouth Marketing
• SEM/SEO Management
• Brand Marketing
• Video Production
• Marketing Communications
• Employee Communications
• PR Business Development
• PR Budget Creation/Management
• Human Resources

PRSA APR Accreditation Maintenance Credits Approved: 1.0 Registrants that are Accredited by PRSA need to keep track of their points and submit their activities every three years. Please keep a copy of the event description with the date/time listed and submit when you are required to.

Group = Two or more from the same company. Group price is per person.

>>Hotel Information: Due to the popularity of PR Measurement Conference, no rooms at the group rate are left. Please go here for a list of local hotels near the National Press Club.

>>Directions to National Press Club: For direction to the National Press Club by car or metro go here.

>>Questions? Contact Saun Sayamongkhun at saun@accessintel.com; 301-354-1694.

The PR News Measurement  Conference will help you discover and implement ideas that deliver results. It will train your mind to search for innovative solutions. It will provide opportunities to make valuable connections with other PR and communications professionals who have solutions you need. And, it will prepare you for the road ahead.

You probably already recognize the value of attending this conference and we’d like to offer some assistance to help you convince your supervisor and organization to approve the costs. Download the “Justification to Attend” letter – everything you need to present your business case. The template is simple to fill out and drop off with your supervisor for approval.

Download Word Doc.

Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR News Measurement Conference.

Personalized Certificate for all Attendees

What attendees had to say about PR News' on-site conferences:

• "This was one of the best conferences I've ever attended."
  - Joy Robinson, Combe Inc.
• "This summit was excellent, with great content."
  - Coordinator for Special Projects, Department of Public Information
• “Today went beyond the ‘how to’ tactical side of digital media and really digs in to the strategy behind today’s public relations industry. The speakers, presentations, case studies and takeaways will be helpful for both our agency and our clients.”
  - Account Director, GroundFloor Media
• “The Summit brought together just the right mix of experts to discuss opportunities in an industry that’s experiencing a fundamental shift.”
  - Vice President, Gibraltar Associates
• "I very much enjoyed the day - speakers were interesting and the conference was well worth the time."
  - Director of Corporate Communications, MVP Health Care
• "The Summit assembled interesting and knowledgeable speakers who presented a large body of practical information for PR and marketing professionals. I came away with a much better understanding of social media and all it uses."
  - Director, Public Relations, League of American Orchestras
• "The conference was absolutely eye-opening. I consider myself a savvy Internet and social media person, but the speakers put a whole new light on it for me. I'm not easily impressed, and have been to many conferences like this, but I remain amazed at the event and its compelling speakers."
  - Manager, Communications, International Trademark Association (INTA)
• "I met a lot of really interesting people."
• "I learned more in one day than I've learned all year!"

>>The National Press Club
529 14th St NW # 1300
Washington, DC 20045
Get Directions
Metro Information

>>Dress Code: Business Casual

>>Hotel Information:  Due to the popularity of PR Measurement Conference, no rooms at the group rate are left. Please go here for a list of local hotels near the National Press Club.

>>Questions? Contact Saun Sayamongkhun at saun@accessintel.com; 301-354-1694.

About the National Press Club:
The National Press Club has been a part of Washington life for nearly 100 years. Through its doors have come all of the Presidents of the United States since Theodore Roosevelt, as well as kings and queens, prime ministers, premiers, senators, congressmen, cabinet officials, ambassadors, scholars, entertainers, business leaders, and athletes. Its members have included all of the Presidents of the United States since Warren Harding and most have spoken from the Club's podium.

Tours are available upon request for Measurement Conference attendees.  Contact Saun Sayamongkhun for more information at saun@accessintel.com.

MEET OUR SPONSORS
Get to know the PR Measurement Partners!

• BurrellesLuce
• Cision
• marketwire
• mBLAST
• VMS
• vocus

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

The PR News family of products includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR, Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.

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