7:30 - 8:25 a.m. Registration and Networking Breakfast

8:25 - 8:30 a.m. Opening Remarks

8:30 - 8:45 a.m

Opening Keynote Presentation: How to Create Visionary Measurement
Why is measurement always on the last slide of a powerpoint presentation? In a world where almost anything CAN be measured, what is really worth paying attention to? And perhaps most importantly, how do you REALLY know if what you are doing is working or it isn't? 

Most of us imagine ourselves working in an organization with visionary leaders. We might even make visionary products. But would you ever use the word "visionary" to describe your measurement? Probably not ... but perhaps you should. In this short keynote, bestselling author, Ogilvy marketing strategist and Georgetown University marketing Professor Rohit Bhargava will introduce the idea of visionary measurement and why your organization needs it. Highlighting some of the most common mistakes made by corporate communications teams when it comes to trying to track results in social media - this talk will inspire you to think differently about how you look at what really matters in social media measurement.

8:45-9:15 a.m.

What You Need to Know Now About PR Measurement

Are you concerned that your PR metrics are selling your efforts short and not conveying their effectiveness well enough? Are you looking to move away from impressions to more concrete outcomes? In this interactive opening session, we’ll illuminate measurement initiatives that resonate with stakeholders—and turn out the lights on ones that don’t. Starting with a status report on the influence of the Barcelona Principles, our panel of experts will cover the latest trends and strategies in building a concrete measurement program—from defining objectives, staffing and budgeting to gaining an understanding of the most common definitions of social and traditional metrics and of the state of measurement standardization. Be prepared for plenty of “a-ha” moments that will touch on all the hot issues and trends in PR measurement.

You'll learn how to:

• Apply the Barcelona Principles to your PR measurement strategies
• Define meaningful and measurable objectives that tie into your organization's business goals
• Create a plan for daily application of measurement tactics
• Budget for sufficient measurement resources
• Determine what to manage in-house and when to hire outside experts
• Which metrics clients and senior management ask for most

9:15-10:15 a.m.

Measure Your Media Relations Initiatives to Generate Truly Impressive Data

One million media impressions may not mean much if that metric is not tied to some kind of audience action or outcome. That’s why proving the value of your media relations efforts is entirely dependent on your ability to know what outputs to measure, how to measure them—and then tying those outputs to bottom-line goals. Using real-world, proven examples, our panel of measurement experts will show you how to use primary research, surveys and traditional metrics to measure the outcomes of your media relations efforts. You will learn how to determine which media will generate the greatest number of meaningful impressions; how consumer data can determine which media mix will deliver the largest returns; and how to measure outcomes that demonstrate positive changes in consumer behaviors and relationships with your brand.

You'll learn how to:

• Take your media measurement beyond counting clips
• Create consistent messaging between paid and earned media
• Determine the influence and reach of various media including print, social media platforms and blogs
• Align media relations goals to business objectives, including sales and enhanced reputation
• Integrate traditional and social media metrics
• Use Web analytics to link media metrics to business outcomes
• Conduct content analysis to measure messaging, sentiment and positioning

10:15-10:30 a.m.

Networking Break

10:30-11:30 a.m.

How to Measure Your Brand's Reputation During and After a Crisis

Being nimble—as well as smart—is a requirement when dealing with a PR crisis, particularly one that explodes on social media. The ability to respond quickly and transparently to stakeholders often determines success or failure during a crisis. Being proactive about measuring your communications—in real time—can go far in alleviating a crisis and reestablishing your organization's reputation. In this case-study driven session, you'll hear how three organizations proactively measured online conversations; how their real-time, two-way dialogue established credibility; and how they adjusted their response strategies and tactics on the fly. You'll learn how to measure the impact of your communications, mitigate the damage and rebuild your organization's reputation following a crisis. This panel will also lay a foundation for the afternoon interactive crisis clinic.

You'll learn how to:

• Determine the strengths and weaknesses of your crisis communications
• Track and analyze traditional and social media mentions, including impressions, reach and Web site traffic
• Measure the reputation of your CEO or senior leaders
• Respond to negative comments online
• Rebuild confidence among key stakeholders following a crisis

11:30-12:30 p.m.

Tie PR to the Bottom Line and Communicate Its Value Throughout Your Organization

To finally gain a seat at the table with senior management, PR professionals need to put all of their communications skills to work—within their organizations. This panel discussion will show you how to break down the walls between functions within an organization and communicate the tangible value of your PR efforts to key decision makers. Close and regular collaboration with top executives, marketing, sales, HR and just about any other business function not only can drive increased sales, membership, brand awareness and employee productivity, it can also reaffirm the role PR plays in business success. This session will show you how to use the communications skills you already possess to demonstrate the value of PR and work across an organization’s silos to promote new products, drive Web traffic, generate leads and highlight key spokespeople.

In this session, you'll learn how to:

• Effectively communicate PR’s value to sales & marketing teams
• Determine which metrics and measurement terms will resonate best within your organization (focus on ROI or KPIs?)
• Avoid turf wars by regularly interacting with key business functions
• Develop a content strategy to support every step of the sales process
• Focus on strategic business outcomes first and your PR strategy second
• Establish and manage internal expectations

12:30-2:00 p.m.

Network with your peers and make new connections during this luncheon, which will feature a thought-provoking keynote presentation by Jonathan Collegio, director of communications, American Crossroads and the PR News PR Measurement Hall of Fame induction ceremony.

Keynote Presentation:
Beyond Conventional Tactics: Leveraging Your Organization's Unique Inputs to Generate Positive (and Measurable) Results

Sometimes public affairs executives use the same strategies and tactics so often that they miss the forest for the trees. They forget that the best campaign tactics often aren't conventional, but rather are the unique set of inputs the client can bring to the table through his or her organization. Executives who can step back and look at goals of a campaign, instead of the usual tactics, can often design campaigns that have lasting and measurable results. In this keynote presentation, Jonathan Collegio of advocacy organization American Crossroads will discuss how to search out opportunities that are unique to your organization, and how to leverage those opportunities to create winning PR and public affairs campaigns.

Hall of Fame Inductees:
 

2:15-3:00 p.m.

Interactive Clinic: PR Measurement in the Early Stages of a Reputational Crisis

Work in small groups with your fellow conference attendees as you immerse yourself in a mock crisis that threatens the reputation of an organization. Our workshop leader will define the crisis and begin his stopwatch—then it will be your team's job to create a strategy that will measure the impact of the developing crisis in real time and point the way toward an appropriate response. Team leaders will share their strategies with all attendees, and our workshop leader will analyze the results to arrive at a set of best practices.

In this session, you'll learn how to:

• Choose metrics and key performance indicators to measure reputation
• Select tools for data collection and measurement
• Determine the most effective ways to report outcomes and adjust your communications strategy
• Monitor social media channels for viral messages that may harm your organization's reputation, and respond accordingly
• Leverage social media platforms including Facebook, Twitter and blogs, to manage—and save—your organization's reputation

3:00-3:30 p.m.

Quick Study: How to Identify and Engage Influencers

Measuring conversations by influencers is not only more effective than tracking the universe of social media, it's less time-consuming and less expensive. In this case-study driven session, you'll learn how to identify key influencers, build relationships and engage with consumers, bloggers and the media that hold sway in your market.

You’ll learn how to:

• Create an influencer map to identify and organize key influencers
• Identify and use keywords relevant to your market to find the most important influencers
• Search social media channels like Twitter and Facebook to find followers and fans actively engaged with your brand
• Determine how often to update your list of influencers
• Use tools including Twitalyzer, Twitter Grader, Twinfluence and Klout to monitor who is talking about your brand and about your competitors

Plus! You’ll walk away with an Influencer Identification Checklist

3:30-4:30 p.m.

Measure the ROI of Your Social Media Efforts

Having a social media program that engages with your customers is no longer optional—it’s a requirement. In fact, it’s vital to enhancing and protecting your brand’s reputation and presence. The good news is that social media platforms are metrics-driven, and meaningful measurement can often be achieved without using expensive tools. The bad news: Even the leading measurement experts can't agree on what social media ROI really is. But we’re here to help: In this session, you’ll learn how to tie Twitter promotions to sales, how Facebook posts can be linked to increased membership and fundraising and how to use YouTube Insight to measure the success of video campaigns. Whether you are a global organization or an army of one, you’ll walk away with a social media strategy that is working and measurable.

In this session, you’ll learn how to:

• Establish key metrics for social media measurement
• Integrate social media with traditional measurement methods
• Use Facebook Insights to track engagement and reach among your fans
• Measure the value of online engagement
• Conduct analysis of online messages, conversations and communities
• Use TweetDeck to track comments across the digital spectrum
• Link social media efforts with larger business goals
• Use social media measurement tools including Sprout Social, Spreadfast, Google Analytics, Facebook Insights and Twitter tools

4:30-5:00 p.m. Networking Reception