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If a successful PR campaign isn’t measured—did it ever really exist?

Measuring communications efforts has never been easy. But whether you’re working on media relations, social media, crisis management or brand enhancement, finding and understanding the most important metrics is now essential—for both your company and your career. Don’t be left behind. At PR News’ Measurement Boot Camp on November 9 at the Yale Club in New York City, experts will teach you how to tie all of your organization’s goals to the KPIs that matter most—and how to use those numbers to sharpen your next initiative.

Measure your PR!

You'll Learn How To:

• Separate misleading metrics from meaningful ones.
• Leverage qualitative and quantitative metrics to measure engagement.
• Build your measurement dashboard from scratch.
• Prove your efforts’ impact on the bottom line.
• Master the basics of Google Analytics.
• Use native and third-party analytic tools for Facebook, Twitter, Snapchat and Instagram.
• Measure social media sentiment on issues key to your brand’s mission.
• Show real value for your media relations strategies.
• Produce a measurement report that will make senior leaders sing your praises.
• Differentiate measurement tactics for earned, paid and owned media.
• Quantify the connection between media coverage and customer action.
• Assess how your audience interacts with your content.

Agenda

  1. 8:00 am - 8:30 am

    Registration & Networking Breakfast

  2. 8:30 am - 9:00 am

    State of the Industry: What You Need to Measure in 2018

    Measurement maven Katie Paine will kick things off with an easily digestible State of the Industry overview to set the stage for the rest of the day—plus, you’ll meet your fellow attendees via speed introductions. 

    • Katie Paine

      Katie Paine

      CEO
      Paine Publishing
  3. 9:00 am - 10:00 am

    How to Craft a Measurement Dashboard That Proves PR’s Impact

    Our senior measurement trainers will show you how to zero-in on the most impactful KPIs for your PR programs, as well as how to find the best tools for building your dashboard from scratch. From there, we move to the next level: How to shape your measurement presentations to inform company leaders, anticipate their questions and guarantee your communications budget.

    You’ll learn how to:
    • Show what is happening with your communications programs in real time
    • Demonstrate the impact your efforts have on your company’s bottom line
    • Distinguish between measurement and analysis—then find the tools you need to analyze the data
    • Determine which metrics are the most meaningful for your organization and which can be misleading
    • Use Google Analytics to ensure you’re targeting the right audience in age, gender and location
    • Pauline Draper Watts

      Pauline Draper Watts

      Executive Vice President, Practice Chair, Measurement
      Edelman Intelligence
    • Therese Van Ryne

      Therese Van Ryne

      Head of Global Public Relations & the Global Customer Reference Program
      Zebra Technologies
    • André  Moraes

      André Moraes

      Principal Analytical Lead
      Google
  4. 10:00 am - 10:25 am

    Case Study I: The Barcelona Principles in Action

    The International Association of the Measurement and Evaluation of Communication (AMEC) released the second version of its Barcelona Principles—which provide guidelines around measuring the effectiveness of campaigns and replacing outdated models such as AVEs—a couple of years ago. Yet, many communicators are still in the dark as to what these principles are and how they can result in a more successful measurement strategy.

    In this session, we’ll look at a real-world campaign that checked all seven boxes of AMEC’s core principles—and show how you can use the guidelines to sharpen your organization’s approach to measurement. 

    • Jerry Nichols

      Jerry Nichols

      Global Head of Marketing Performance Management
      SAP
  5. 10:25 am - 10:45 am

    Hydration & Networking Break

  6. 10:45 am - 11:25 am

    Measuring Social: How to Find the KPIs That Signal Social Media Success

    Trying to separate the signal from the noise when it comes to social media measurement can be a daunting task. There is so much data at your disposal, so many metrics to consider, that it's tempting to try and embrace it all—but that way madness lies. At this session, analytics experts will illustrate how to identify the metrics that matter most in measuring the effectiveness of your social efforts.

    You’ll learn how to:

    • Challenge the traditional thinking around what measurement is regarding social media
    • Avoid content pollution and social media metrics by measure of volume
    • Collect analytics that lead to insights, and insights that lead to conversation with the C-suite
    • Lean away from buzz metrics and into reliable insights
    • Use your insights to engage customers and constituents and earn a seat in the boardroom
    • Use native and third-party analytic tools for Facebook, Twitter, Snapchat and Instagram
    • Andrew Bowins

      Andrew Bowins

      Executive Director, Corporate Reputation & Digital Engagement
      KPMG
    • Peggy Ann Torney

      Peggy Ann Torney

      Chief Strategy, Communications and Engagement Officer
      Lymphoma Research Foundation
  7. 11:25 am - 12:05 pm

    How to Measure Media Coverage and Tie It to Organizational Goals

    Before you craft a press release, send an email pitch or retweet a story from a leading journalist, you have to make the business case for your media relations efforts. And in this session, our trainers will show you how to use measurement tactics to connect the dots between the coverage you earn and the goals your senior leaders hold dear.

    You’ll learn how to:
    • Use different measurement tactics for earned, paid and owned media
    • Quantify the connection between media coverage and customer action
    • Develop quantitative, desired outcomes that you can actually reach
    • Establish clear expectations from senior leaders of your media relations programs
    • Establish specific measurements for each aspect of your campaign
    • Johna Burke

      Johna Burke

      Executive Vice President
      BurrellesLuce
    • Peter Stack

      Peter Stack

      Managing Director, Head of Media Relations, Americas
      UBS
  8. 12:05 pm - 1:15 pm

    Lunch & Keynote: How to Use Measurement to Win a Bigger Budget From Senior Leaders

    Many communications pros lament that they don’t have enough budget, headcount or support to have a real impact on the business. But first, they need to connect the dots: Your senior leaders don’t care about likes and retweets, they care about impact on business results. In this keynote session, senior PR pros will show you how they frame the discussion to get more headcount and budget for social.

    • Jessica Doyle

      Jessica Doyle

      Vice President of Communications
      Etsy
    • Janneke van Geuns

      Janneke van Geuns

      Head of Insights & Analytics
      Google
  9. 1:15 pm - 1:45 pm

    Case Study II: PR Measurement in the Real World

    Here, the lifecycle of a communications campaign, from goal to execution to dashboard, will be revealed in a real-world example. But rather than providing a mere measure of one brand’s success, this case study will emphasize how the tactics employed by the most well-heeled brands can be replicated by smaller organizations.

    You’ll learn how to:

    • Think practically about how measurement is part of your larger campaign.
    • Translate analytics into simple terms for internal and external stakeholders.
    • “Measure what you do and do what you measure.” It’s a simple concept, but it can get lost in the data.
    • Ask the right questions, and establish the right principles to lead you to an effective measurement plan.
    • Carrie Schum

      Carrie Schum

      EVP, Strategic Planning, Analytics and Research
      Porter Novelli
  10. 1:45 pm - 2:05 pm

    Networking Break

  11. 2:05 pm - 3:15 pm

    Peer-to-Peer Measurement Workgroups

    Huddle with your peers to solve some key challenges in the areas of measurement and analytics trends. In this workshop, attendees will be grouped by organizational type (B2B, B2C, nonprofit, education, government) to work through how to measure the effectiveness of messaging to a target audience, helping to define what Paine calls "the path to purchase (or an acceptable proxy)." You'll be sure to leave this workshop armed with ways of measuring the pursuasiveness of your efforts. Each workgroup will present their top ideas at the close of the day.

    • Katie Paine

      Katie Paine

      CEO
      Paine Publishing
  12. 3:15 pm - 3:30 pm

    Sugar Fix

  13. 3:30 pm - 4:15 pm

    Presentations from Work Group (Plus Special Prizes for Best Ideas!)

    Some of the best ideas are generated from peer-to-peer communication. Hear from each workgroup their biggest challenges, the solutions they’ve come up with and new ideas on everything from what to measure to what to avoid measuring at all costs. Aside from ending the day with dozens of takeaways, there will be a sweet surprise for all participants.

  14. 4:15 pm

    Wrap-Up!

PR Measurement Boot Camp Trainers

  • Andrew Bowins

    Executive Director, Corporate Reputation & Digital Engagement
    KPMG
  • Johna Burke

    Executive Vice President
    BurrellesLuce
  • Jessica Doyle

    Vice President of Communications
    Etsy
  • Pauline Draper Watts

    Executive Vice President, Practice Chair, Measurement
    Edelman Intelligence
  • André Moraes

    Principal Analytical Lead
    Google
  • Jerry Nichols

    Global Head of Marketing Performance Management
    SAP
  • Katie Paine

    CEO
    Paine Publishing
  • Carrie Schum

    EVP, Strategic Planning, Analytics and Research
    Porter Novelli
  • Peter Stack

    Managing Director, Head of Media Relations, Americas
    UBS
  • Peggy Ann Torney

    Chief Strategy, Communications and Engagement Officer
    Lymphoma Research Foundation
  • Janneke van Geuns

    Head of Insights & Analytics
    Google
  • Therese Van Ryne

    Head of Global Public Relations & the Global Customer Reference Program
    Zebra Technologies

Who's Attending

Register today to join these communicators who are already signed up for PR News’ Measurement Boot Camp on Nov. 9 in NYC!

Job TitleCompany
PartnerAkoya
Public Relations StrategistAmerican Academy of Family Physicians
DirectorBartez+Brunelle
PR SpecialistBluebeam, Inc.
Marketing and Web ManagerBrook Law
Executive Vice President, Chair of AMEC North AmericaBurrellesLuce
Director of CommunicationsCHFA
Marketing SpecialistCisco
Director of OperationsCisco Systems
Director of Social MediaCoach Realtors
Vice President of CommunicationsEtsy
Marketing & Social Media ManagerFederal Reserve Bank of Atlanta
Social Media AdvisorFedEx Office
Principal Analytics LeadGoogle
Head of Insights & AnalyticsGoogle
PR Measurements & Analytics LeadGoogle Inc.
Associate Director, Industry CommunicationsKPMG LLP
Chief Strategy, Communications and Engagement OfficerLymphoma Research Foundation
Digital/Social Media ManagerMystic Seaport
Director of CommunicationMystic Seaport
Chief, Media Relations DivisionNational Transportation Safety Board
Acting Director, Office of Safety Recommendations and CommunicationsNational Transportation Safety Board
Director, Public RelationsNemours Children's Health System
Vice President, CommunicationsOmidyar Network
Public Relations SpecialistOsram
ManagerOtis
Director, PR & CommunicationsOtis Elevator
Account SupervisorPadilla
Senior Measurement ConsultantPaine Publishing
Brand MarketingPeet's Coffee
Sr. Analyst - Corporate Comms DigitalPepsiCo
Partner, EVP, North American Regional Director, Strategic Planning Analytics and ResearchPorter Novelli
Public Relations SpecialistRockwell Collins
Global Head of Marketing Performance ManagementSAP
Manager, Public Relations & CommunicationsSotheby's International Realty Affiliates LLC
Director, Public Relations & CommunicationsSotheby's International Realty Affiliates LLC
VP-Community Engagement, Development and OutreachSwope Health Services
Managing Director, Head of Media Relations, AmericasUBS
Senior Account ExecutiveWEILL
Communications DirectorXL Catlin
Communications Director, North AmericaXL Catlin
Head of Global PR & the Global Customer Reference ProgramZebra Technologies

If you spend at least a quarter of your time in any of these areas, you should attend the PR Measurement Boot Camp:

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

Venue

Yale Club

50 Vanderbilt Ave
New York City, NY 10017

Pricing

Individual: Best Rate ends Oct. 20!
$999
Early Bird Rate (until October 20)
$999
Regular Rate (until November 9)
$1249

Group Rates
Make this a collective experience and bring your team! Save $100 per person when you bring a group of two or more people from your organization. (Select the "Group Rate" when you register.) All team members can be registered and paid for at the same time.

Testimonials

The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend.
Associate Vice President
Finn Partners
This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great!
Communications Manager
CIGNA
Great workshop, speakers and venue! Loved the clean and candid approach of all speakers towards the topic at hand.
External Relations, US Operations and Marketing North America
Procter & Gamble

Sponsor

At PR News' Measurement Boot Camp, sponsors will reach hundreds of PR, marketing and communications professionals looking to improve their PR measurement. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.

SPONSORSHIP BENEFITS INCLUDE:

  • Your logo on all marketing and event materials
  • 2 complimentary registration passes for your staff
  • Full-page ad in the attendee workbook
  • "5 Things You Didn't Know" list about your company included in the attendee workbook and event website
  • Booth to display your sponsorship materials in a high foot traffic area
  • Trackable VIP discount code to send to your clients and colleagues to attend the conference
  • Speaking opportunity for your executive
  • Opportunity to present research from your organization
  • Provision of the attendee list with full contact information
  • Face time during the event where you'll have the chance to raffle off an item
  • Networking opportunities with attendees
  • Shout-outs on social media and on stage at the event

Have other sponsorship needs? You can customize a sponsorship package. Hurry, Only a Limited Number of Sponsorships are Available! For information about sponsorship packages, please contact Rich Hauptner at RHauptner@accessintel.com or 203-899-8460.

Why Sponsor the PR Measurement Boot Camp?

  • Reach decision-makers and buyers who know the importance of having the right products and services for their social media efforts
  • Save on travel costs and meet with your current customers and potential new clients in one trip
  • Increase brand awareness to parties involved in social media, marketing, tech, PR and communications
  • Launch a new product or service to decision-makers in the social media community

Contact

Questions

For questions related to event registrations, please contact:

Carla Stubbs
Marketing Assistant
PR News
cstubbs@accessintel.com 
301-354-1810

Sponsorship

If you would like to sponsor this event, please contact:

Rich Hauptner
Director of Business Development
PR News
RHauptner@accessintel.com 
203-899-8460

Program

For information on programming and speakers, please contact:

Steve Goldstein
Editorial Director
PR News
sgoldstein@accessintel.com