JOIN THE DATA REVOLUTION

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 Conference on April 17-18, 2018 at the Philadelphia Marriott Downtown, 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. Early Bird rates end March 2, 2018. 

Sponsored by:

LexisNexis

Key Topics

  • Meaningful Metrics
  • Measuring social media
  • Audience engagement
  • Web & social media analytics
  • Your media strategy
  • Quantify media coverage
  • Measuring consumer action

You'll Hear From

  • Andrew Bowins

    Executive Director, Corporate Reputation & Digital Engagement
    KPMG
  • Dean Foust

    Director of Executive Communications
    UPS
  • Allyson Hugley

    President, Measurement and Analytics
    Weber Shandwick

Agenda

  1. 8:00 am - 8:45 am

    Breakfast and Registration

  2. 8:45 am - 9:00 am

    State of the Industry: The Evolution of Measurement

    Where is measurement heading? Which benchmarks do you need to scrap and which up-and-coming best practices will become critical to your success? This easily digestible State of the Industry overview will set the stage for the rest of the conference with a look back at communicators’ progress in this arena—and more importantly, a look ahead at all of the work we still need to do.

    • Eileen Sheil

      Eileen Sheil

      Executive Director, Corporate Communications
      Cleveland Clinic
  3. 9:00 am - 9:30 am

    The Next-Gen Communicator: How to Become a Data Superstar (a Fireside Chat)

    The only constant in PR is change. To navigate tomorrow’s challenges, communicators will need to master so much more than just messaging. The next-generation communicator will also be a data scientist who can connect the dots between measurement and the bottom line, combining numbers and human insights to effect change and create new business opportunities. In this panel, progressive communicators will talk about the evolving skillsets that translate into career success—and it all starts with measurement.

    You’ll learn:

    • The meaning behind the metrics: a key glossary of measurement and research terms
    • How to start translating campaign goals into meaningful units of measurement
    • Ways of incorporating measurement principles into every stage of your next campaign
    • Practical measurement strategies and tactics for all your initiatives
    • Andrew Bowins

      Andrew Bowins

      Executive Director, Corporate Reputation & Digital Engagement
      KPMG
    • Dan Keir

      Dan Keir

      Senior Director, Direct Marketing
      Comcast
  4. 9:30 am - 9:45 am

    Networking Break

  5. 9:45 am - 10:45 am

    Going Native: The KPIs That Spell Social Media Success

    Every major social media platform has some form of native analytic tool, but those metrics don’t always see eye-to-eye. To truly measure social success, you need to understand the similarities and differences of how platforms like Facebook, Twitter, Instagram, Snapchat and LinkedIn tally reach and engagement. Here, social media pros and measurement mavens will show how they approach quantifying and qualifying cross-platform measures of engagement and reach.

    You’ll learn how to:

    • Measure the cross-platform success of your messaging--and the types of messaging that works best for each specific platform
    • Employ each platform’s unique measurement strengths to boost reach and engagement
    • Test social media posts before boosting them
    • Use native tools on Facebook, Twitter and Instagram to reach key demographics
    • Carly Keeny

      Carly Keeny

      Vice President, Communications & Public Affairs
      United Way of Greater Philadelphia and Southern New Jersey
    • Kate Callan

      Kate Callan

      Senior Vice President, Social Strategy
      Tonic Life Communications
  6. 10:45 am - 11:15 am

    Speed Networking Break

    During this fast-paced session, meet your peers and forge the beginning of long-lasting relationships.

  7. 11:15 am - 11:45 am

    Case Study I: Share of Voice in the Age of Fragmentation

    Today’s media landscape is extremely difficult to quantify and qualify. Gone are the days when placing a story with a few major media outlets spelled success—today’s consumers have a multitude of digital and traditional choices at their disposal, and influential voices can be amplified with nothing more than a social media post. How can you measure share of voice amid this cacophony? This case study will look at how to get your arms around sentiment data when so many voices are talking round-the-clock and all at once.

    • Stephanie Corzett

      Stephanie Corzett

      Marketing Communications Director
      PwC
  8. 11:45 am - 12:00 pm

    Mind/Body/Spirit Session

  9. 12:00 pm - 12:20 pm

    Lightning Round With a Measurement Maven

    In this swift fireside chat, you’ll get the opportunity to pick the brain of one of today’s leading data luminaries as we explore issues like turning big data into big insights, social media measurement, communicating the value of PR’s worth to senior leaders and more.

  10. 12:20 pm - 1:30 pm

    Luncheon Keynote plus PR News Measurement Hall of Fame

    During this keynote luncheon, we’ll probe the minds of C-suite executives in a revealing moderated Q&A to get their take on the metrics and data that resonate with them the most. Plus, we’ll celebrate this year’s inductees of PR News’ PR Measurement Hall of Fame, which 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.

  11. 1:30 pm - 2:30 pm

    Peer-to-Peer Measurement Work Groups

    Huddle with your peers to solve some key challenges in the areas of data, measurement and analytics trends. In this workshop, attendees will be grouped by organizational type to work through how to measure the effectiveness of messaging to a target audience, helping to define the key KPI that ties to your organization’s bottom line. You'll be sure to leave this workshop armed with ways of measuring the persuasiveness of your efforts and how they contribute to your organization’s success.

  12. 2:30 pm - 2:40 pm

    Networking Break

  13. 2:40 pm - 3:10 pm

    PESO Mojo: Integrating Data Insights Across Paid, Earned, Social and Owned Media

    Media relations has morphed into a vastly different world: Social media platforms like Facebook, Twitter, Instagram and Snapchat rule the day, the traditional press release is now a digital mix of words and images and influencers are where it’s at. Savvy communicators know they must use a combination of social, digital and traditional media tactics to compete for coverage. This session will include strategies to maximize results across paid, earned, social and owned media, as well as case studies from each area designed to boost coverage of your brand’s story.

    You’ll learn how to:

    • Collect data that lead to insights, and insights that lead to conversation with the C-suite
    • Establish specific measurements for each aspect of your campaign—and for each media type
    • Use storytelling tactics to amplify earned media placements and social media reach
    • Test the effectiveness of your messaging before boosting posts and ads
    • Measure the effectiveness of your brand newsroom or other owned assets
    • Katie Paine

      Katie Paine

      CEO
      Paine Publishing
    • Dana Schmidt

      Dana Schmidt

      Director of Social Media
      VISIT PHILADELPHIA
    • Paula Butler

      Paula Butler

      Vice President of Communications
      VISIT PHILADELPHIA
  14. 3:10 pm - 3:20 pm

    Networking Break

  15. 3:20 pm - 3:45 pm

    Case Study II: 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 data 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. 

    • Eileen Sheil

      Eileen Sheil

      Executive Director, Corporate Communications
      Cleveland Clinic
  16. 6:00 pm - 7:00 pm

    Cocktail Reception

  1. 7:30 am - 8:00 am

    Morning Walk

  2. 8:00 am - 9:00 am

    Breakfast

  3. 9:00 am - 9:30 am

    Morning Keynote

  4. 9:30 am - 10:15 am

    Influencer Impact: Benchmarking the Voices That Amplify Your Brand

    The word “influencer” has evolved way beyond traditional celebrities to include legions of niche personalities whose reach may not be in the millions, but whose voice has every bit as big an impact on the key audiences you’re trying to reach. Identifying and measuring the effectiveness of these powerful micro-influencers requires a keen understanding of electronic relationship mapping techniques and the interplay between your brand’s message and evolving media consumption habits. In this panel, we’ll look at how to tally the data behind these non-traditional voices.  

    You’ll learn how to:

    • Electronically map online relationships to reach key audiences
    • Identify and activate the most influential voices with a niche demographic
    • Challenge the traditional thinking around what measurement is regarding social media
    • Accurately value the impact different social media platforms and media sources have on your bottom line
    • Measure the data of your influencer marketing efforts
    • Allyson Hugley

      Allyson Hugley

      President, Measurement and Analytics
      Weber Shandwick
    • Marisa Long

      Marisa Long

      Vice President, Public Relations & Communications
      U.S. Green Building Council
  5. 10:15 am - 10:25 am

    Networking Break

  6. 10:25 am - 11:00 am

    Case Study III: Measuring the Length and Depth of a Crisis

    It’s not a question of if your brand will experience a crisis, but when. Digital communications have greatly sped up the news cycle, spreading word of a crisis around the globe in minutes if not seconds. As such, crisis communication might be the most important part of a PR pro’s duties. So, how can an organization use data to keep a finger on the pulse of its online reputation? Here, we’ll share examples of how to closely manage and measure your brand’s reputation and deftly match your response to the length and depth of the crisis at hand.

    • David Cantor, Ph.D.

      David Cantor, Ph.D.

      Deputy Director, Measurement and Insight
      Bill & Melinda Gates Foundation
  7. 11:00 am - 11:45 am

    Command Center: Crafting a Real-Time Data Dashboard From Scratch

    Here, we’ll provide an overview of which tools are available for free and on the market and the strengths and weaknesses of each. Then, 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
    • Distinguish between measurement and analysis—then find the tools you need to analyze the data
    • Use Google Analytics to ensure you’re targeting the right audience in age, gender and location
    • Compare and contrast the free and paid tools available on the market
    • Produce a compelling measurement report that clearly communicates the ROI of social
    • John Glinski

      John Glinski

      Growth Analytics Evangelist
      Vanguard
    • Karen Vega

      Karen Vega

      Senior Director of Social Media Activations & Earned Media
      Viacom
  8. 11:45 am - 12:05 pm

    Mind/Body/Spirit Session

  9. 12:05 pm - 1:05 pm

    Networking Luncheon & Chat with 2018 Data Dynamos

    PR News recognizes the first annual Data Dynamos, an all-star lineup of communicators who are pioneering new modes and methods of measurement. Join us for a fireside chat and audience Q&A with these measurement superstars.

  10. 1:05 pm - 1:35 pm

    Going Native II: The KPIs That Spell Social Media Success

    Trying to separate the signal from the noise when it comes to social media data 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. This case study will illustrate how to select the KPIs that matter most in measuring the effectiveness of your social efforts.

    • Andrea Kaufmann

      Andrea Kaufmann

      Senior Director Communications
      SAP
  11. 1:35 pm - 1:50 pm

    Networking Break

  12. 1:50 pm - 2:30 pm

    Data Visualization: Storytelling That Jumps Off the Page

    A picture truly is worth 1,000 words. The next-generation communicator will need to weave data into a story that easily conveys the value their work brings to an organization’s goals. But how can you make numbers jump off the page? In this panel, we’ll look at how to use the most effective and cutting-edge data visualization techniques to tell a measurement story that will connect with and delight senior leaders.

    You’ll learn how to:

    • Demonstrate the impact your efforts have on your company’s bottom line
    • Develop quantifiable, attainable outcomes
    • Shape senior leaders’ expectations about your media relations programs
    • Establish specific KPIs for each aspect of your campaign
    • Therese Van Ryne

      Therese Van Ryne

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

      Jessica Williams

      Global Innovation Marketing & Analytics Leader
      Visa
  13. 2:30 pm - 2:45 pm

    Sugar Break

  14. 2:45 pm - 3:00 pm

    Lightning Round With a Measurement Maven

    In this quick fireside chat, you’ll get the opportunity to pick the brain of one of today’s leading measurement luminaries as we explore issues like turning big data into big insights, social media measurement, communicating the value of PR’s worth to senior leaders and more.

  15. 3:00 pm - 3:30 pm

    Beyond Share of Voice: Intended and Unintended Messaging

    Traditional measures of share of voice aren’t adequate for a media age when news cycles can be measured in minutes and a company’s reputation can be bolstered or destroyed in the blink of an eye due to the virality of a social media post. In this session, leading measurement thinkers will look at the intended and unintended messaging inherent in our new media world order, contrasting that with more conventional approaches to measuring positive and negative sentiment in media coverage.

    You’ll learn how to:

    • Use social listening tactics to monitor mentions of your brand in real-time during a crisis
    • Weigh the effectiveness of your reputation management and crisis communications efforts
    • Quantify the connection between media coverage and customer action
    • Establish clear expectations from senior leaders of your media relations programs
    • Laiza Santos

      Laiza Santos

      Social Media & Marketing Manager
      Mural Arts
  16. 3:30 pm - 3:45 pm

    Wrap Up: Baker’s Dozen of Key Takeaways from the Conference, Plus Raffle

Who Should Attend

As a digital communications 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 Measurement Conference will allow you to do just that.

KPMG
Weber Shandwick
UPS
PwC
SAP
Comcast
U.S. Green Building Council
Bill & Melinda Gates Foundation
Paine Publishing
Visa

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

  • Measurement
  • Marketing
  • Marketing Communications
  • Communications
  • Community Relations
  • Content Creation
  • Content Marketing
  • Crisis Management
  • Digital PR
  • External Communications
  • Internal Communications
  • Lead Generation
  • Media Relations
  • Public Affairs/Issues Management
  • Public Relations
  • Research and Analytics
  • SEO
  • Social Media
  • Video

Attendee Bonuses

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

BONUS RESOURCE: The Barcelona Principles 2.0

BONUS CHECKLIST: 6 Steps to the Perfect Dashboard

BONUS GRID: The KPIs of Social Media Platforms and How They Relate

BONUS RESOURCE: AMEC’s Integrated Framework Explained

BONUS TIP SHEET: Q&As with Hall of Famers Katie Paine & Andrew Bowins

You'll take away practical knowledge on how to:

  • Translate campaign goals into meaningful units of measurement
  • Analyze data that lead to insights, and insights that lead to conversation with the C-suite
  • Value the impact social media platforms have on your bottom line
  • Test your messaging before boosting posts and ads
  • Distinguish between measurement and analysis—then find the tools you need to analyze the data
  • Craft a compelling measurement report 
  • Shape senior leaders’ expectations about media relations programs
  • Master social listening tactics to monitor your brand's image in real-time 
  • Discover how effective your reputation management and crisis communications efforts are
  • Make the connection between media coverage and customer action

Speakers

  • Andrew Bowins

    Executive Director, Corporate Reputation & Digital Engagement
    KPMG
  • Paula Butler

    Vice President of Communications
    VISIT PHILADELPHIA
  • Kate Callan

    Senior Vice President, Social Strategy
    Tonic Life Communications
  • Stephanie Corzett

    Marketing Communications Director
    PwC
  • Dean Foust

    Director of Executive Communications
    UPS
  • John Glinski

    Growth Analytics Evangelist
    Vanguard
  • Allyson Hugley

    President, Measurement and Analytics
    Weber Shandwick
  • Andrea Kaufmann

    Senior Director Communications
    SAP
  • Carly Keeny

    Vice President, Communications & Public Affairs
    United Way of Greater Philadelphia and Southern New Jersey
  • Dan Keir

    Senior Director, Direct Marketing
    Comcast
  • Marisa Long

    Vice President, Public Relations & Communications
    U.S. Green Building Council
  • Katie Paine

    CEO
    Paine Publishing
  • David Cantor, Ph.D.

    Deputy Director, Measurement and Insight
    Bill & Melinda Gates Foundation
  • Therese Van Ryne

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

    Social Media & Marketing Manager
    Mural Arts
  • Dana Schmidt

    Director of Social Media
    VISIT PHILADELPHIA
  • Eileen Sheil

    Executive Director, Corporate Communications
    Cleveland Clinic
  • Karen Vega

    Senior Director of Social Media Activations & Earned Media
    Viacom
  • Jessica Williams

    Global Innovation Marketing & Analytics Leader
    Visa

Hotel Block

Philadelphia Marriott Downtown

Liberty Ballroom, 1201 Market Street
Philadelphia, PA 19107
215-625-2900

Restaurants, shops and more are right at your fingertips!

Discover the ideal combination of location and service at Philadelphia Marriott Downtown. Within this hotel, you'll enjoy delicious dining, Starbucks, a fitness center and a heated, indoor pool. The Philadelphia Marriott Downtown is directly connected to the Pennsylvania Convention Center, and across the street from Reading Terminal Market. Museums, shops and historic attractions are all within walking distance. 

PR News has a special room block rate at the Philadelphia Marriott Downtown April 16-18, 2018 for $249/night. Book your room today

Pricing

  • Early Bird Rate

    valid through March 2

    $1,990
  • VIP Rate

    valid through March 23

    $2,090
  • Regular Rate

    valid through April 17

    $2,190

This pass includes access to

– The two-day Measurement Conference 
– The Opening Reception on Day 1
– All meals plus networking break snacks
– Executive Summary by PR News Staff 
– Bonus Tip Sheets and Checklists

Two is Better Than One

Groups save an extra $100 when they send two or more people.

Nonprofit/Government Discounts

Nonprofit and government organizations receive an additional $100 off current rates.

PR News Subscribers Save More

PR News subscribers save 15% on the Measurement Conference and all PR News events. 

Testimonials

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?

The PR Measurement Conference is a two-day conference where you’ll become immersed in real-world, tactical case studies detailing how to measurement efforts in media relations, social media, crisis management or branding. We also give you plenty of opportunities to connect with other participants through scheduled networking breaks, off-site activities and an opening reception to kick it all off!

Does PR News have a hotel room block?

Yes, we have arranged a room block at the Philadelphia Marriott Downtown from April 16 to April 18, 2018 for $249/night. 

How can I become a sponsor?

A variety of event sponsorship opportunities are available for these industry-known events. Please contact Sales Director Katie Sullivan at ksullivan@accessintel.com to book your 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.

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 and access to speaker presentations .

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 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.

Sponsor

At the Measurement Conference presented by PR News, sponsors will reach hundreds of communications, marketing and digital professionals looking to improve their social media strategies and SEO. 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 Katie Sullivan at ksullivan@accessintel.com.

Why Sponsor the Measurement Conference?

  • 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:

Jessica Placencia
Marketing Manager
PR News
jplacencia@accessintel.com
301-354-1641

Sponsorship

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

Katie Sullivan
Sales Director
PR News
ksullivan@accessintel.com

Program

For information on programming and speakers, please contact:

Steve Goldstein
Editorial Director
PR News
sgoldstein@accessintel.com