PRNews - PR Measurement Conference



Learn To Measure All the Key Areas of Your PR Initiatives
May 15, 2013 | Washington, D.C.


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.

I learned more in one day than I've learned all year.
More Testimonials


  • Don Bartholomew, SVP, Digital & Social Media Research, Ketchum
  • Johna Burke, EVP, BurrellesLuce
  • Marla Bace, General Manager, Marketing and Operations, Circles, a division of Sodexo
  • C.C. Chapman, Author, Amazing Things Will Happen, Founder, The Cleon Foundation
  • Pauline Draper-Watts, Global Head of Measurement and Analytics, Edelman Berland
  • Marianne Eisenmann, Head of Communications Research and Measurement, Chandler Chicco Companies
  • Amy Gershkoff, Global Director of Analytics, Burson-Marsteller
  • Angela C. Jeffrey, APR, President,, Senior Counsel, CARMA International Member, IPR Commission on PR Measurement & Evaluation
  • Mathilda Joubert, Research VP, Cision Global Analysts
  • Sandy Malloy, Senior Information Specialist, Business Wire
  • Jackie Matthews, Research Strategist, General Motors Communications
  • Cherreka Montgomery, National VP of Corporate Development, SAP NS2
  • Amy O'Brien, Senior Analyst, Social Media, American Airlines
  • Katie Paine, Chief Marketing Officer, News Group, Chairman & Founder, Salience/KDPaine & Partners
  • Margot Sinclair Savell, SVP, Global Measurement, Research+Data Insights, Hill+Knowlton Strategies
  • Nick Tabbal, VP of Analytics, Bulletin Intelligence
  • Eric R. Warner, Head of Americas – Public Relations Services Group, Thomson Reuters Corporate Services
  • Dane Wiseman, Digital Marketing Manager, Critical Mention
  • David Woolwine, Director of Reputation Leadership, Allstate Insurance


8:20 – 8:30 a.m.Opening Remarks
8:30 – 9:15 a.m.Starting on the Same Page: What You Must Know Now About PR Measurement
9:15 – 10:15 a.m.Develop Business Metrics That Resonate With Senior Leaders
10:15 – 10:30 a.m.Networking Break
10:30 – 11:15 a.m.Create a Social Media Measurement Strategy That Clearly Ties 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
12:00 – 12:15 p.m.Networking Break
12:15 – 1:30 p.m.Luncheon: Keynote Presentation and PR Measurement Hall of Fame Induction Ceremony
1:30 – 1:45 p.m.Networking Break
1:45 – 2:30 p.m.Interactive Clinic: Develop Key Performance Indicators Tied to Organizational Goals
2:30 – 3:15 p.m.How to Create Effective Measurement Scorecards
3:15 – 3:25 p.m.Networking Break
3:25 – 4:15 p.m.Case Studies: Real-World Applications of Successful Measurement Tactics
4:15 – 4:30 p.m.5 PR Measurement Lessons From the Obama Re-Election Campaign
4:30 p.m.Closing Remarks

What We'll Cover:

8:20-8:30 a.m. - Opening Remarks

Diane Schwartz
SVP and Group Publisher
PR News

8:30-9:15 a.m. - Starting on the Same Page: What You Must Know Now About PR Measurement

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?

You'll learn:

  • How to set measurable goals and objectives
  • How to measure your brand before a crisis hits and establish your vulnerabilities
  • The most important issues in the debate over the ROI of public relations
  • Which metrics to jettison and which ones to focus on
  • Reconcile the theoretical concepts with real-world measurement tactics
  • A quick rundown of the state of measurement standards, including a look at how the nearly 3-year-old Barcelona Principles have shaped the thinking of measurement experts
Jackie Matthews
Research Strategist
General Motors Communications
Sandy Malloy
Senior Information Specialist
Business Wire



9:15-10:15 a.m. - Develop Business Metrics That Resonate With Senior Leaders

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:

  • Break down silos within organizations to develop key business metrics
  • Develop desired outcomes that you can actually reach
  • Establish clear expectations from senior leaders of your organization’s PR programs
  • Develop only those PR goals that can drive metrics
  • Create truly measurable PR programs that tie directly into the goals of senior leaders
  • Make honest assessments of what—and how much—resources you need to invest in your PR programs
  • Measure against previous PR programs
  • Communicate to your key stakeholders (C-suite, board members, others) your PR successes and challenges
Marla Bace
General Manager, Marketing and Operations
Circles, a division of Sodexo
Pauline Draper-Watts
Global Head of Measurement and Analytics
Edelman Berland
Eric R. Warner
Head of Americas – Public Relations Services Group
Thomson Reuters Corporate Services

10:15 - 10:30 a.m. - Networking Break

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.
You'll learn how to:

  • Demonstrate how to align social media with organizational objectives and outcomes
  • Establish key performance indicators (KPIs) that align with business goals
  • Write measurable social media objectives
  • Use measurement models and metrics to create a measurement framework that allows for robust social media measurement
  • Explore the relationship between objectives, business processes, metrics, data and social media tools
  • Calculate results in financial terms
  • Compare social channel financial success
  • Correlate media results to organizational outcomes
Don Bartholomew
SVP, Digital & Social Media Research
Angela C. Jeffrey, APR
Senior Counsel, CARMA International
Member, IPR Commission on PR Measurement & Evaluation

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.
In this session, you'll learn how to:

  • Use the right keywords in your search for the most important influencers in your market
  • Measure the influence of those journalists, bloggers and thought leaders who matter most
  • Establish measurable goals for your engagement with influencers on social channels
  • Track outcomes with influencers
  • Present influence outreach metrics to senior leaders
Johna Burke
Margot Sinclair Savell
Senior Vice President, Global Measurement
Research+Data Insights, Hill+Knowlton Strategies

12:00 - 12:15 p.m. - Networking Break

12:15 - 1:30 p.m. - Lunch: Keynote Presentation & Measurement Hall of Fame Celebration

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.

C.C. Chapman
Author, Amazing Things Will Happen
Founder, The Cleon Foundation


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:

  • Identify which stakeholder group you want to target with your PR program
  • Set specific objectives for each stakeholder group
  • Set traditional/digital/social media KPIs against your objective
  • Choose measurement tools and benchmark your results
  • Present results to senior leaders
Katie Paine
Chief Marketing Officer, News Group
Chairman & Founder, Salience/KDPaine & Partners
Dane Wiseman
Digital Marketing Manager
Critical Mention

2:30 - 3:15 p.m. - How to Create Effective Measurement Scorecards

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:

  • Use a scorecard to correlate PR efforts to organizational goals
  • Use the jargon of senior leaders in your scorecard
  • Highlight in your scorecard just those organizational goals you can actually affect
  • Choose the right tools to create your scorecard or dashboard
  • Tell a story of PR success using a scorecard or dashboard format
  • Find the right balance of charts and graphs per page
Marianne Eisenmann
Head of Communications Research and Measurement
Chandler Chicco Companies
Mathilda Joubert
Research Vice President
Cision Global Analysts
Nick Tabbal
Vice President of Analytics
Bulletin Intelligence

3:15 - 3:25 p.m. - Networking Break

3:25 - 4:15 p.m. - Case Studies: Real-World Applications of Successful Measurement Tactics

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.

Cherreka Montgomery
National Vice President of Corporate Development

Amy O'Brien
Senior Analyst, Social Media
American Airlines

David Woolwine
Director of Reputation Leadership
Allstate Insurance

4:15 - 4:30 p.m.: - 5 PR Measurement Lessons from the Obama Re-Election Campaign

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.

Amy Gershkoff
Global Director of Analytics

4:30 p.m. - Closing Remarks

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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.

Per Person RateRate:
Conference Only$995
Conference & Writing Boot Camp$1370


Group RateRate:
Conference Only$945
Conference & Writing Boot Camp$1270


The group rate is for two or more people.

Contact Saun Sayamongkhun at or 301-354-1694.
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PR News Certificate in Social Media :

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]

Sponsorship Information:

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 or 212-621-4964.

Sponsored by:


Bonuses For Attending

  • Measurement Matrix: Matching Businees & PR Goals With Metrics
  • Tip Sheet: 5 Steps to Aligning Strategy With Social Media
  • 7 Ways to Track How Well-Liked Your Brand Is on Facebook
  • Executive Summary of day's learnings
  • PR News' PR Measurement Certificate 

You'll earn 4 points toward your
PR News Certificate in Social Media

You'll Become an Expert In

  • Aligning social media activity with your organization's business objectives
  • Leveraging the latest Facebook updates for PR
  • Reaching new audiences on Pinterest
  • Twitter strategies that produce positive business results
  • Getting people to "Like" your brand and become part of an engaged community
  • Measuring the impact of your social media initiatives
  • Using social tools to manage your time more efficiently
  • Cultivating relationships with journalists on Twitter
  • Launching contests on Facebook, Twitter and Pinterest
  • Developing visual strategies for Facebook’s Instagram and Twitter’s Vine

Sponsored by:



Conference Facilitators

Steve Goldstein
Editorial Director, Events
PR News
Diane Schwartz
SVP and Group Publisher
PR News


Conference Location:


National Press Club
529 14th Street, NW
Washington, D.C. 20045

Hotel Rooms: Area hotels for you.

Dress Code: Business Casual

If you'd like to register by phone or have questions regarding the program, please contact,
Saun Sayamongkhun at; 301-354-1610.

Who Should Attend

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


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

Letter to Attend

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.
Download Editable Word Doc


Some proceeds from this conference will go to Newtown's Memorial Fund - whose mission is to "provide for the immediate needs of the families of the 26 victims, those who were wounded but survived, the 12 children who were first-hand witnesses, and the others affected."


  • 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
  • My favorite speakers were Eliason, McCormick, Miller, Perkett and Roth. Great content; great presenters. – Media Relations Manager, ACT
  • I thought it was incredibly relevant to the audience. I walked away with several key ideas that I can’t wait to implement on my clients behalf. – Chief Public Affairs Officer, Clemson University
  • Great topics. Good variety. - President, Andrea Obston Marketing Communications
  • It was a fantastically event, and many of the strategies delivered today will inform our company’s social media policies moving forward. – Online News Producer, Education Week
  • Very good, well organized. – Director eRecruitment & Social Media, Sun Life Financial
  • 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
  • I thought it was a wonderful event and I learned a great deal. It was an incredibly valuable seminar. -VP of Marketing, Retirement Living TV
  • I was also so impressed with the overall event. The quality of the presentations was top-notch, and the ability to network with like-minded people during the breaks and at lunch was invaluable. -Director, Global Media Relations, SAP AG
  • This was one of the best conferences I've ever attended. - Social Media Manager, Nautica
  • I learned more in one day than I've learned all year! -Director, New Media, American Heart Association
  • Fantastic keynote. The energy was perfect for a mid-day pick-me-up. Loved that PR is so well represented - rarely the case at other social media conferences. -Executive Director, PR & Communications, Jackson Spalding
  • Great information and speakers. -E-Marketing Specialist, Ruud Lighting, Inc.
  • Extremely helpful program and I learned a lot. -CEO, Alongi Media Solutions
  • Wonderful and insightful event in which I would like to have my entire team participate, including some clients. -Account Executive, Digital Brand Architects
  • Great event! I'm taking away valuable information and am excited to put the new knowledge to use! Well executed. Thanks! -Communications and Organizational Effectiveness Analyst, Hostess Brands, Inc.
  • Fantastic and inspiring! -Program Marketing Manager, Pacific Gas & Electric Company
  • Very helpful ideas that I will be able to use right away. Thanks! -Staff Services Manager, CalPERS
  • Great speakers. -General Manager, KXLY Radio Group