Make the Connection Between Your Communications Initiatives and Your Organization’s Business Goals

Early Bird Rates End March 31!

Overview

Make the Clear Connection Between Your Communications Initiatives and Your Organization’s Business Goals

Join us at the historic National Press Club in Washington, D.C., on April 20-21, 2017, for PR News’ Measurement Conference, which includes the Social Media Boot Camp. At this annual must-attend event, hundreds of communicators will forge the future of data-and-analytics-driven PR and social media. 

Register to attend PR News’ Measurement Conference and commit now to grounding all of your communications efforts in metrics that connect to business goals and prove the crucial role communications plays in thriving b2c and b2b companies, nonprofits and professional associations.

You’ll take away practical knowledge on how to:

  • Create measurement dashboards that communicate PR’s business value
  • Measure the impact of your messages across Facebook, Twitter, Instagram and YouTube
  • Integrate the industry standard Barcelona Principles 2.0 into your measurement strategy
  • Measure media coverage and tie it to organizational goals
  • Apply social insights to communications strategy

Attendee Bonuses

When you attend a PR News Conference we go the extra step to provide you with meaningful takeaways from our sessions.

BONUS CHECKLIST: 6 Steps to Dashboard Success

BONUS TIPSHEET: How Free Tools Can Help You Measure Instagram’s Value to Your Brand

BONUS CHART: Measurement Hierarchy Chart

BONUS CHECKLIST: 5 Steps to Building a Compelling Measurement Report copy

Detailed Agendas

Social media can instantly connect PR pros with massive audiences that span the globe or a single customer down the street. With all the various uses and applications amongst the myriad of apps and platforms, it can be tough to keep track of it all. Many will agree that in terms of reach and approachability, Twitter, Facebook and Instagram are three social apps every brand should have a presence on. A healthy profile across these networks can yield results that would turn even the oldest of old-school C-suite execs into social believers. But a single misstep and in an instant your brand may never be the same.
Social media can instantly connect PR pros with massive audiences that span the globe or a single customer down the street. With all the various uses and applications amongst the myriad of apps and platforms, it can be tough to keep track of it all. Many will agree that in terms of reach and approachability, Twitter, Facebook and Instagram are three social apps every brand should have a presence on. A healthy profile across these networks can yield results that would turn even the oldest of old-school C-suite execs into social believers. But a single misstep and in an instant your brand may never be the same.
  1. 8:30 am - 9:00 am

    Registration & Networking Breakfast

  2. 9:00 am - 9:45 am

    How to Buy Smart on Facebook—and Reach Your Audience Organically When Buying Isn’t an Option

    With Facebook now reaching 1.8 billion users worldwide and as one of the word’s primary vehicles for content and news, the premier social network has never been more important for communicators. This power has given Facebook the ability to limit brands’ organic reach, virtually forcing them to pay to play. In this session you’ll learn how to use your scant budget dollars wisely for paid Facebook posts, and how to compete when paid posts are not an option.

    You’ll learn to:

    • Create organic content that has a fighting chance against Facebook’s algorithm and makes it to your audience’s news feeds
    • Use Facebook Analytics to measure your campaigns and determine what works and what doesn’t
    • Keep costs low for image and video creation
    • Keep a specific audience in mind for paid Facebook campaigns
    • Develop specific social advertising objectives for Facebook
    • Erica Campbell Byrum

      Erica Campbell Byrum

      Assistant Vice President of Social Media
      ForRent.com
  3. 9:45 am - 11:00 am

    How to Choose Between Snapchat and Instagram Stories

    Of the major social platforms, Snapchat stands apart. It’s ephemeral, it’s informal and it’s improvisational, it’s authentic—in other words, it’s harder to “fake it” here than on any other platform. This is a big part of the reason millennials have fallen in love with it, with the majority of that age group saying it’s their primary source for messaging friends and viewing video. Meanwhile, Instagram Stories has emerged as a stunningly similar alternative to Snapchat. Are you wondering how to decide where to prioritize your time? We’ll discuss the pros and cons of each platform and share case studies as well as measurement tactics.

    You’ll learn:

    • What content fits best on which platform
    • The demographics reached on both Snapchat and Instagram Stories
    • How best to repurpose content
    • Why some brands are choosing Snapchat over Instagram Stories, and vice versa
    • How to measure your success on Snapchat despite the dearth of native analytics
    • How to apply the latest best practices in using Snapchat geofilters to communicate the when and where of a snap
    • How b2b companies and nonprofit organizations are using Snapchat and Instagram Stories
  4. 11:00 am - 11:15 am

    Networking Break

  5. 11:15 am - 12:00 pm

    Instagram Tactics for Organizations That Think They Don’t Have a Visual Story to Tell

    Instagram might be the best social platform when it comes to engagement, which, short of following through on a call to action, is the top metric communicators aim for. Case in point: The average engagement per Instagram post has grown by 416% over the last two years. Learn how to develop strong visual ideas for Instagram—even if you’re with a b2b brand or nonprofit organization—and connect with Instagram influencers (even within your existing audience) on behalf of your brand.

    You’ll learn how to:

    • Develop visual ideas for Instagram, even if you’re with a b2b brand or nonprofit organization
    • Use creative takeovers as an integral part of your influencer strategy
    • Use Instagram for your brand if you’re a one-person team
    • Create a video narrative on Instagram in only 60 seconds
    • Measure Instagram’s value for your brand
    • Share your organization’s behind-the-scenes content on Instagram
    • Capture visual moments that humanize your brand
    • Alexandra Kogan

      Alexandra Kogan

      Senior Communications Officer
      Amtrak
  6. 12:00 pm - 1:00 pm

    Lunch

  7. 1:00 pm - 2:00 pm

    Your Brand on Video: YouTube and Facebook Live

    YouTube—Google’s powerhouse social video network and search engine—can be so much more than a mere storehouse for your brand’s videos. We’ll share case study examples showing you how to create video strategies for YouTube that suit your organizational needs, and how to set goals and measure the success of your videos. You’ll learn the latest in Facebook Live content strategy and measurement, and walk with ideas on how your organization can benefit from live streaming.

    You’ll learn how to:

    • Develop cost-effective video ideas that are right for your target audience
    • Make better use of YouTube Analytics to stay on top of your video strategy
    • Brainstorm live stream ideas that are right for your organization
    • Create a pre-broadcast plan to tease a stream before it goes live
    • Cast and train influencers, spokespeople and brand ambassadors to star in your Facebook Live broadcasts
    • Measure your stream’s reach with Facebook’s native tools to tie back to business objectives
  8. 2:00 pm - 2:15 pm

    Networking Break

  9. 2:15 pm - 3:30 pm

    Case Studies: What Success on Twitter Really Looks Like

    Twitter, the world’s foremost microblogging site, was big news throughout 2016, thanks to the presidential election, and that is unlikely to change in 2017. It is by and large the world’s news feed, and your organization can’t afford to take it for granted. You’ll learn how to use the right voice for your organization on Twitter, and how to develop a measurable strategy for Twitter that will justify the time spent on the platform.

    You’ll learn how to:

    • Make Twitter a distinct part of your overall social media strategy
    • Set measurable objectives that align with your organizational goals
    • Make smart use of Twitter’s paid options
    • Use Twitter Analytics to monitor your brand’s activity on the platform
    • Share short videos that will be auto-played in Twitter feeds
    • Write eye-catching tweets with expertly used hashtags
    • Danielle Brigida

      Danielle Brigida

      National Social Media Manager
      U.S. Fish and Wildlife Service
  10. 3:30 pm - 3:45 pm

    Closing Remarks

Register to attend PR News’ Measurement Conference and commit now to grounding all of your communications efforts in metrics that connect to business goals and prove the crucial role communications plays in thriving b2c and b2b companies, nonprofits and professional associations.

Our faculty of PR measurement experts will show you how to develop a measurable communications program for media relations, social media, crisis management and brand enhancement. You’ll get updates on the latest trends in measurement standards, with an emphasis on real-world case-study applications of measurement concepts.
Register to attend PR News’ Measurement Conference and commit now to grounding all of your communications efforts in metrics that connect to business goals and prove the crucial role communications plays in thriving b2c and b2b companies, nonprofits and professional associations. Our faculty of PR measurement experts will show you how to develop a measurable communications program for media relations, social media, crisis management and brand enhancement. You’ll get updates on the latest trends in measurement standards, with an emphasis on real-world case-study applications of measurement concepts.

You’ll become an expert in:

  • Developing dashboards to tell your story and manage expectations from senior leaders and clients
  • Using Facebook and Twitter’s latest native analytics tools
  • Choosing among third-party tools to measure your Instagram campaigns
  • Measuring your videos’ reach on YouTube
  • Developing quantitative, desired outcomes that you can actually reach
  • Establishing clear expectations from senior leaders of your media relations programs
  1. 8:00 am - 8:25 am

    Registration & Networking

  2. 8:25 am - 8:30 am

    Conference Kickoff From PR News

  3. 8:30 am - 9:30 am

    Measurement Dashboards That Communicate PR's Business Value

    Our measurement experts will show you how to select KPIs for your PR programs and shape your measurement presentations to provide the information that will inform company leaders, anticipate many of their questions and guarantee your communications budget.

    You’re learn how to use measurement dashboards to:

    • Show what is happening with your communications programs
    • Assess the impact of your communications programs on your brand
    • Ensure you are on track with your PR programs and are maintaining your intended focus
    • Identify and correct trends
    • Spot opportunities and amplify successes
    • Inform business decisions
    • Demonstrate your contribution to your business
    • Tell your story and manage expectations from senior leaders and clients

    BONUS CHECKLIST: 6 Steps to Dashboard Success

    • Katie Paine

      Katie Paine

      CEO
      Paine Publishing
    • Johna Burke

      Johna Burke

      EVP
      BurrellesLuce
  4. 9:30 am - 10:00 am

    Case Study I: PR Measurement at Work in the Real World

    • Marisa Long

      Marisa Long

      PR & Communications Director
      U.S. Green Building Council
  5. 10:00 am - 10:15 am

    Networking Break

  6. 10:15 am - 11:15 am

    Measuring Social: How to Measure Your Impact Across Social Media Platforms

    You’ll get specific tips on how to set goals and measure your success on Facebook, Twitter, Instagram, YouTube and more. You’ll get the latest insight on how to use the platforms’ own measurement tools as well as third-party tools including Google Analytics.


    You’ll learn how to:

    • Understand the basics of Google Analytics so you can move on to more complex measurement
    • Use Facebook and Twitter’s latest native analytics tools
    • Use third-party tools to measure your Instagram campaigns
    • Measure your videos’ reach on YouTube
    • Devise measurement strategies for platforms and apps that are notoriously hard to measure, like Snapchat and Periscope

    BONUS TIP SHEET: How Free Tools Can Help You Measure Instagram’s Value to Your Brand

    • Danielle Brigida

      Danielle Brigida

      National Social Media Manager
      U.S. Fish and Wildlife Service
    • Sally Falkow

      Sally Falkow

      Strategist
      Meritus Media
  7. 11:15 am - 11:45 am

    Case Study II: PR Measurement at Work in the Real World

  8. 11:45 am - 12:00 pm

    Networking Break

  9. 12:00 pm - 1:00 pm

    Luncheon Keynote Presentation

  10. 1:00 pm - 1:30 pm

    PR Measurement Hall of Fame Celebration

    PR News’ PR Measurement Hall of Fame recognizes long-standing and continued efforts in advancing PR measurement and research, and in promoting the importance and awareness of metrics in the PR community. This year’s Hall of Fame inductees will discuss the state of universal measurement standards and the establishment of the Barcelona Principles 2.0 as a foundational approach to measurement.

  11. 1:45 pm - 2:45 pm

    How to Measure Media Coverage and Tie It to Organizational Goals

    Our PR measurement expert will show you how to make the business case for your media relations efforts—before you send your first email pitch or retweet an article by a leading journalist in your market. After this session you’ll think twice before launching a media relations campaign that does not tie into a specific organizational goal held dear by your senior leaders.

    You’ll learn how to:

    • 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
    • Present and report results

    BONUS CHART: The Measurement Hierarchy

    • David Cantor

      David Cantor

      Deputy Director, Measurement and Insights, Global Communications and Engagement
      Bill & Melinda Gates Foundation
  12. 2:45 pm - 3:00 pm

    Networking Break

  13. 3:00 pm - 3:30 pm

    Case Study III: PR Measurement at Work in the Real World

  14. 3:30 pm - 4:30 pm

    Measuring Social: How to Apply Social Insights to Communications Strategy

    Communications professionals struggle more than ever over which social media data to pull and measure. We’ll focus on how to find insights from the data you pull and how to plug those insights back into your communications strategy and into your business. This session will also feature tangible examples of how data is applied to the refinement of communications programs.

    You’ll learn how to:

    • Pull the right social media data that ties to your communications goals
    • Distinguish vanity metrics from engagement metrics
    • Avoid getting lost in dashboards
    • Listen for potential leads
    • Use data to move the needle toward your communications and business goals

    BONUS CHECKLIST: 5 Steps to Building a Compelling Measurement Report copy

    • January Williams

      January Williams

      Director of Online Communications and Outreach
      Children's Defense Fund

Speakers

  • Danielle Brigida

    National Social Media Manager
    U.S. Fish and Wildlife Service
  • Erica Campbell Byrum

    Assistant Vice President of Social Media
    ForRent.com
  • David Cantor

    Deputy Director, Measurement and Insights, Global Communications and Engagement
    Bill & Melinda Gates Foundation
  • Megan Driscoll

    CEO
    EvolveMKD
  • Sally Falkow

    Strategist
    Meritus Media
  • Alexandra Kogan

    Senior Communications Officer
    Amtrak
  • Marisa Long

    PR & Communications Director
    U.S. Green Building Council
  • Katie Paine

    CEO
    Paine Publishing
  • January Williams

    Director of Online Communications and Outreach
    Children's Defense Fund
  • Johna Burke

    EVP
    BurrellesLuce

Networking

Networking at the Digital Summit
Networking at Digital Summit
Networking at the Digital Summit

3+ Hours of Networking and Endless Takeaways

PR News’ Measurement Conference and Social Media Boot Camp on April 20-21 in Washington, D.C., will provide excellent networking opportunities plus tons of real-world takeaways that you can start implementing immediately. Beyond the sessions on every facet of measurement and social media, you’ll also make long-lasting connections with other like-minded professionals during the several scheduled networking breaks throughout the two days

Register Your Team

Who Should Attend

As a PR or marketing professional, you know that you and your team need to step outside of your workplace, connect with peers and learn from the best to keep growing your skills—for your brand, and for your career. The PR Measurement Conference, which includes the Social Media Boot Camp will allow you to do just that.

Register Your Team

If you spend at least a quarter of your time in any of these areas, you should attend PR News' Social Media Conference:

  • Public Relations
  • Digital PR and Social Media
  • Community Relations
  • Content Creation
  • Communications
  • Video
  • Marketing Communications
  • Business Development
  • Public Affairs/Issues Management
  • Media Relations
  • SEO
  • Research and Analytics

Venue

Sponsor

At PR News' Measurement Conference and Social Media Boot Camp, sponsors will reach hundreds of PR, marketing and communications professionals looking to improve their PR measurement and social media strategies. 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
  • 3 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 Amy Jefferies at ajefferies@accessintel.com.

Register Your Team

FAQs

What is PR News?

The PR News Group is a go-to source that serves the communications and marketing community at corporations, agencies and nonprofits. The PR News Group focuses on honing and growing PR and marketing professionals’ skills in social media, crisis management, digital PR, measurement, employee relations, media training, CSR and writing through its flagship newsletter, webinars, conferences, awards programs, workshops and guidebooks. With the launch of its weekly newsletter over 70 years ago, PR News has remained dedicated to supporting the growth of communicators and marketers all while keeping them abreast of the latest news affecting their industries.

What is the PR Measurement Conference and Social Media Boot Camp?

The PR Measurement Conference, which includes the Social Media Boot Camp is a two-day conference where you’ll become immersed in real-world, tactical case studies detailing how to develop a measurable communications program for media relations, social media, crisis management and brand enhancement. You’ll get updates on the latest trends in measurement standards, with an emphasis on real-world case-study applications of social media and measurement concepts.

Does PR News have a hotel room block?

PR News does not have a room block, but you can see nearby D.C. hotels here

How can I become a sponsor?

A variety of event sponsorship opportunities are available for these industry-known events. Please contact Amy Jefferies at ajefferies@accessintel.com to book you spot soon as we have a limited number of slots available.

How can I become or suggest a speaker/panelist?

To be considered, please email Editorial Director, Steve Goldstein at sgoldstein@accessintel.com.


REGISTRATION

How do I register?

You can register online on our secure site. If you have any questions or concerns, please call or email Client Services at 1-800-777-5006; clientservices@accessintel.com.

What is included in the registration price?

Registration includes continental breakfast, access to all sessions, lunch, break beverages/snacks, a workbook, access to speaker presentations and 4 credits towards your PR News Certificate in Social Media.

What kinds of payment do you accept?

We only accept credit card (AMEX, Visa, MC) and check (must be received 10 days prior to the event) via our online registration. Register here.

Is there an additional discount for groups of 5 or more?

There is a discount for groups of 5 or more from the same company, please contact Client Services at 1-800-777-5006; clientservices@accessintel.com for details.

What if I have a discount code?

Only one discount code can be honored, and only the first discount code used can be honored. Please note that discount codes are only good on NEW REGISTRATIONS. Discount codes cannot be applied to a registration that has already been processed and price adjustments are not available.

I’m part of the media, how can I get a complimentary pass?

If you’re interested in becoming one of our media partners and/or attending to cover the events, please submit your request to clientservices@accessintel.com. There are very few spots available and due to the high volume of requests, only those chosen to attend will be notified.

I am registered, but cannot attend. Can I cancel or transfer my registration?

You may substitute another individual in your place at no extra charge, but we do not refund registrations. That is clearly stated on the payment page of the registration process and confirmation message. If transferring, please forward the information to clientservices@accessintel.com.

I have a question about the PR Measurement Conference and Social Media Boot Camp that I did not find here. What should I do?

Email questions to clientservices@accessintel.com. You may also call 1-800-777-5006 for additional assistance.

Testimonials

Don't take our word for it. See why hundreds of your peers have attended PR News conferences!

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 conference, speakers and venue! Loved the clean, candid approach of all speakers towards the challenging environment of social media. External Relations, US Operations and Marketing North America, Procter & Gamble

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

Contact

Questions

For questions related to event registrations,
please contact:

Client Services
PR News
1-800-777-5006
clientservices@accessintel.com

Sponsorship

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

Amy Jefferies 
Publisher & VP of Marketing
PR News
ajefferies@accessintel.com

Program

For information on programming and speakers, please contact:

Steve Goldstein
Editorial Director
PR News
sgoldstein@accessintel.com

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