In partnership with the Institute for Public Relations and the Commission on PR Measurement & Evaluation

Wednesday, December 10, 2008
New York City @ PR News' Headquarters

8:30 - 4:30 p.m.

Limited to 20 attendees. Secure your spot now!

Sponsored By:

• What We'll Cover
• About the Trainers
• Who is this Course For?
• Questions/Location

Smart PR practitioners know that measurement is the key to success in getting a larger share of the budget and proving PR’s worth to senior management. But there remains confusion and mysticism around the topic of measurement - can it really be done - and how? Join us on December 10th for a hands-on measurement workshop that will provide you with the knowledge, the tools and resources to improve your communications initiatives with savvy measurement techniques.

This workshop presented by PR News in partnership with the Institute for PR is purposely limited to 20 attendees so that you can share ideas, brainstorm solutions and get all your questions answered by our distinguished faculty, which includes experts from MasterCard, Boston University, IPR and TNS.

• Dashboards, share of discussion, content analysis, social media... what’s it all about?
• Survey, descriptive and analytical research
• Primary and secondary research
• Sampling, reliability, and statistical significance
• Question and questionnaire construction
• Linking public relations to sales and other business outcomes
• Brand & reputation measurement
• What is "Media" today, and how do you measure outcomes?
• Measuring social media
• Smarter buying, smarter selling of research
• Buying only the research you need and will use
• Developing specs and contracting for research services
• Convincing upper management and clients to commit budget to research

Plus, Q&A throughout the course of the workshop.

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Mark Weiner
CEO, PRIME Research North America
Mark Weiner is the CEO of PRIME Research in North America. PRIME Research is one of the world’s largest public relations and corporate communications research and consulting providers with offices in Western Europe, North and South America, Eastern Europe and the Far East. Since 1993, Mark has devoted his career to helping many of the world’s most respected organizations and brands to demonstrate and generate a positive return on their investment in corporate and brand communications. He is the author of “Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication”...more>

Frank Ovaitt
President and CEO, Institute for Public Relations
Frank Ovaitt is President and CEO of the Institute for Public Relations, an independent foundation dedicated to the science beneath the art of public relations. Frank served as Managing Director of Crossover International Inc., an independent firm providing communications management services to leading multinationals and young entrepreneurial companies. He is also an executive adviser to BTM Corporation, a business technology management company in Stamford, CT, where he previously served as Chief Marketing Officer...more>

Donald K. Wright
PhD, Professor of Public Relations, Boston University
Donald K. Wright, Ph.D., is Professor of Public Relations in the College of Communication at Boston University, the world’s first degree-granting institution in the public relations field. He is one of the most published public relations scholars and is an internationally known professor, author, speaker, researcher, advisor, and corporate communications consultant. In addition to teaching, conducting scholarly and applied research, and lecturing in more than 30 countries on five continents, Professor Wright has worked full-time in corporate, agency and university public relations, and has been a corporate communications consultant for three decades...more>

Linda Locke
Group Head-Reputation & Issues Management, MasterCard Worldwide
Linda Locke serves as group head, Reputation and Issues Management for MasterCard Worldwide. She is based in Purchase, New York, and has been with MasterCard for 12 years. For 11 years she oversaw communications for Global Technology and Operations, the largest division at MasterCard. Ms. Locke has led the development and deployment of quantitative tools to monitor reputation and the media globally for MasterCard, and consults throughout the company to help the organization build a stronger reputation...more>

John Gilfeather
EVP Stakeholder Management-North America
TNS
Mr. Gilfeather joined TNS in February, 2007. He previously was at GfK, where he was Vice Chairman and head of the Roper Public Affairs practice. He had joined Roper Starch Worldwide (which was acquired by NOP World and then GfK) in October, 1999 after a 30-year career at Yankelovich Partners where he was responsible for all custom research. His personal specialties are corporate reputation measurement and business-to-business research. He has conducted landmark research on corporate reputation for TIME, Brouillard Communications and FORTUNE, and has conducted over 250 custom research studies on corporate reputation....more>

Chris Johnson
President and CEO, dna13
Chris Johnson has over 19 years experience in both the technology and communications industries. Chris is dedicated to overseeing and managing the strategic direction of dna13 and its software products. He has worked extensively in corporate communications and public relations for Fortune 1000 companies. Prior to founding dna13, Chris managed a successful technology consulting firm and has played senior management roles in both software and technology organizations. His previous experience includes corporate strategy and communications for Canada’s largest telecommunication firm; Bell Canada...more>

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PR and marketing professionals in the following areas:

• Community Relations
• Corporate Communications
• Corporate Social Responsibility
• Employee Communications
• Financial/Investor Relations
• Human Resources
• Interactive PR
• Investor Relations
• Marketing Communications
• Marketing
• Media Relations
• New Media
• Philanthropy
• PR Firms
• Public Relations
• Public Affairs
• Research

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If you'd like to register by phone or have questions regarding the workshop, please contact workshop coordinator, Saun Sayamongkhun at ssayamongkhun@accessintel.com; 301-354-1610. The workshop will be held in the PR News office, which is located at 110 William Street, 11th Fl. New York, NY 10038.
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