Learn To Measure All the Key Areas of Your PR Initiatives
Mark May 15, 2013, on your calendar now and register to attend the one PR conference you and your team can’t afford to miss—PR News’ PR Measurement Conference, which will be held at the historic National Press Club in Washington, D.C. The 2013 PR Measurement Hall of Fame inductees will be honored during the luncheon on May 15. Don't forget to also register for PR News' Writing Boot Camp, which is the day before on May 14 at The National Press Club.
PR measurement is the new black, as Diane Schwartz, SVP & Group Publisher of PR News, writes in a recent blog post. "Those who measure their PR understand the profound impact the activity can have on a company's brand and bottom line."
The driving goal of PR News’ May 15 PR Measurement Conference is to show you how to focus on measurable media relations, social media, reputation-enhancing and crisis management programs that clearly affect your organization’s bottom line. You’ll get both the latest best practices in PR measurement and their real-world applications.
Before we get into measurement strategies and tactics we’ll start the day by setting forth the latest measurement principles and set a baseline of understanding for the rest of the day. We’ll ask and answer the following questions: What should you measure? What do you measure against? Why should you set objectives? What is the state of the PR measurement standards? What measurement basics must all PR professionals be able to grasp and apply?
The surest route to effective PR measurement—and to justifying your PR efforts—is aligning outcomes with key business metrics. To develop the business metrics that resonate best with the stakeholders that matter most, you must break down silos and learn the language of management and communicate with sales, marketing, product development and the CFO. Discover how to layer all your measurement programs with business metrics.
You'll learn how to:
10:30 - 11:15 a.m. - Create a Social Media Measurement Strategy That Clearly Ties to Organizational Goals
Leading PR measurement experts worldwide meet multiple times a year to develop consistent measurement standards, and no area inspires more debate than social media metrics. But you can’t wait for international agreement—you need to develop consistent, bottom-line-focused social media metrics now. Our measurement experts will share real-world examples of how to create a social media measurement strategy that is based on truly measurable activity tied to organizational goals.
11:15 a.m. - 12:00 p.m. - Find and Earn the Trust of Influencers—and Measure the Success of Your Communications With Them on Social Channels
To maximize every minute and every keystroke on social media, you need to be focused on the influencers that matter most in your market. Learn how to effectively find those influencers, connect with them on social channels and set measurable goals for your communications with them.
Keynote Presentation: "How to Find True Measures of Your Personal Success
You may be learning the latest tactics in measuring the effectiveness of your PR programs, but what you may not know is that some of these very same concepts can be applied to tracking—and refining—your personal path toward your own goals. In his luncheon keynote address, C.C. Chapman, author of Amazing Things Will Happen: A Real-World Guide on Achieving Success and Happiness, will share personal and career measurement tips that may take you down a more successful road.
PR Measurement Hall of Fame Induction Ceremony
PR News is proud to honor the 2013 PR Measurement Hall of Fame inductees: James Fetig, Diane Lennox, David Michaelson, Katie Paine, Mark Weiner and Donald K. Wright. The Hall of Famers will share with conference attendees their vision of the future of measurable PR programs.
1:30 - 1:45 p.m. - Networking Break
1:45 - 2:30 p.m. - Interactive Clinic: Develop Key Performance Indicators Tied to Organizational Goals
Work in small groups with your fellow conference attendees as you immerse yourself in a fast-paced measurement planning session. First, you and your group will choose a business or nonprofit—real or fictitious—to focus on, and then you’ll identify the most important measures of that organization’s success. You’ll then develop an idea for a PR program that has at its root key performance indicators that are realistic and measurable, and that can identifiably drive success for that organization. Team leaders will share their KPIs with all attendees, and our workshop leaders will analyze the results.
In this session, you'll learn how to:
Your measurement programs must encompass media relations efforts, reputation metrics, social media, crisis management, customer or audience attitude and more—and your measurement scorecards must be easily and quickly understood by senior leaders. Get a detailed look at how different agencies and organizations create measurement scorecards; the pros and cons of each; the difference between a scorecard and a dashboard; and a rundown of tools you can use to create effective scorecards.
You'll learn how to:
Measurement experts will offer case studies in how building metrics into a communications program at the front end results in the protection and growth of PR budgets. They will offer case studies in media relations, internal communications and product development, and inspire you to reinvent yourself as a metrics-focused PR professional.
What better place than Washington, D.C., to get measurement insight from one of the metrics whizzes behind the 2012 Obama re-election campaign? Amy Gershkoff, who served as director of media planning for Obama for America and is now global director of analytics for Burson-Marsteller, will talk about the tools she designed to optimize paid, earned and own communication in real time, and share key metrics takeaways from the campaign.
The PR News Writing Boot Camp will take place on May 14, a day prior to PR News’ PR Measurement Conference on May 15. Both events will be held at the National Press Club in Washington, D.C. When registering, you have the option to register for the PR Measurement Conference only or add the PR News Writing Boot Camp to your registration.
The full-day PR Measurement Conference includes admission to the Measurement Hall of Fame Luncheon.
The group rate is for two or more people.
Also, You'll earn 4 points toward your PR News Certificate in Social Media. Get 32 points (Four PR News digital/social media conferences) and you'll become a PR News Digital PR Master!About the PR News Certificate in Social Media: The Certificate in Social Media is a new program offered by PR News in response to a growing need by PR professionals like you to prove your worth and knowledge within your organization, among your peers and to your business partners. Being a digital leader today means constantly staying ahead of the curve and gaining the requisite knowledge and tools to execute smart and effective digital communications initiatives. By attending PR News' Digital PR/Social Media Conferences, you can do both. Each PR News Digital PR/Social Media conference you attend will come with points toward your Certificate in Digital PR. Once you attend four PR News conferences within a 24-month period, you will earn your Certificate and become a PR News Digital PR Master. This elite group of PR Professionals, PR News Digital PR Masters, will receive industry recognition as being one of the top Digital PR Pros. PR News will honor an annual class of Digital PR Masters at one of its signature events. As a PR News Digital Master, you will also receive exclusive benefits, such as discounted rates on all PR News products and events.There is no additional fee to earn points or to receive your Certificate. It is the goal of PR News to provide this one-of-a-kind opportunity to our PR community while raising the bar on digital communications excellence and showcasing top talent in this key area of PR.PR News holds a minimum of 3 conferences each year focused on Digital PR and Social Media. Simply attending these conferences (and learning while you’re there!), you will receive 8 Points toward your Certificate in Social Media.Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR News Social Media Measurement Conference. [Back to the Top]
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 firstname.lastname@example.org or 212-621-4964.
National Press Club
Hotel Rooms: Area hotels for you.
Dress Code: Business Casual
If you spend at least a quarter of your time in any of these areas, you should attend this Conference:
Justification Letter to Attend
The PR News PR Measurement Conference will help you discover and implement ideas that deliver results. It will train you 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.
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