If a successful PR campaign isn’t measured—did it ever really exist?
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 Boot Camp on November 9 at the Yale Club in New York City, 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.
• Separate misleading metrics from meaningful ones.
• Leverage qualitative and quantitative metrics to measure engagement.
• Build your measurement dashboard from scratch.
• Prove your efforts’ impact on the bottom line.
• Master the basics of Google Analytics.
• Use native and third-party analytic tools for Facebook, Twitter, Snapchat and Instagram.
• Measure social media sentiment on issues key to your brand’s mission.
• Show real value for your media relations strategies.
• Produce a measurement report that will make senior leaders sing your praises.
• Differentiate measurement tactics for earned, paid and owned media.
• Quantify the connection between media coverage and customer action.
• Assess how your audience interacts with your content.
Measurement maven Katie Paine will kick things off with an easily digestible State of the Industry overview to set the stage for the rest of the day—plus, you’ll meet your fellow attendees via speed introductions.
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.
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of its Barcelona Principles—which provide guidelines around measuring the effectiveness of campaigns and replacing outdated models such as AVEs—a couple of years ago.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.
Trying to separate the signal from the noise when it comes to social media measurement 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. At this session, analytics experts will illustrate how to identify the metrics that matter most in measuring the effectiveness of your social efforts.
You’ll learn how to:
Before you craft a press release, send an email pitch or retweet a story from a leading journalist, you have to make the business case for your media relations efforts. And in this session, our trainers will show you how to use measurement tactics to connect the dots between the coverage you earn and the goals your senior leaders hold dear.
Many communications pros lament that they don’t have enough budget, headcount or support to have a real impact on the business. But first, they need to connect the dots: Your senior leaders don’t care about likes and retweets, they care about impact on business results. In this keynote session, senior PR pros will show you how they frame the discussion to get more headcount and budget for social.
Here, we'll break down what's myth and what's reality when it comes to measurement, using the example of a real-world communications campaign. But rather than providing a mere example of one success story, this case study will emphasize how the tactics employed by the most well-heeled brands can be replicated by any organization.
You’ll learn how to:
Huddle with your peers to solve some key challenges in the areas of measurement and analytics trends. In this workshop, attendees will be grouped by organizational type (B2B, B2C, nonprofit, education, government) to work through how to measure the effectiveness of messaging to a target audience, helping to define what Paine calls "the path to purchase (or an acceptable proxy)." You'll be sure to leave this workshop armed with ways of measuring the persuasiveness of your efforts. Each work group will present their top ideas at the close of the day.
Some of the best ideas are generated from peer-to-peer communication. Hear from each workgroup their biggest challenges, the solutions they’ve come up with and new ideas on everything from what to measure to what to avoid measuring at all costs.
Register today to join these communicators who are already signed up for PR News’ Measurement Boot Camp on Nov. 9 in NYC!
|Public Relations Specialist||Akoya|
|Digital/Social Media Manager||American Academy of Family Physicians|
|First Vice President, Corporate Communications||athenahealth|
|Vice President, Corporate Communications||Bartez+Brunelle|
|Executive Vice President, Chair of AMEC North America||Bluebeam, Inc.|
|Director of Operations||Brook Law|
|Public Relations Specialist, Managing Director||BurrellesLuce|
|Vice President of Communications||Cisco|
|PR Measurements & Analytics Lead||Cisco Systems|
|Marketing & Social Media Manager||Clopay|
|Senior Associate, Communications||Coach Realtors|
|Manager, Public Relations & Communications||Federal Reserve Bank of Atlanta|
|Director of Social Media||FedEx Office|
|PR Associate||Global Impact Investing Network|
|Business Intelligence Analyst|
|Assistant Account Executive||Google Inc.|
|VP-Community Engagement, Development and Outreach||GR8 PR & Marketing Curaçao|
|Director of Communications||Honeywell Aerospace|
|VP, Insights & Strategy||Jackson Family Wines|
|Associate Director||KPMG LLP|
|Account Supervisor||KPMG LLP|
|Sr. VP & Chief Public Relations Officer||KPMG LLP|
|Director of Communication||Lymphoma Research Foundation|
|Manager, media intelligence||Mystic Seaport|
|Principal Analytics Lead||Mystic Seaport|
|PR Associate||National Transportation Safety Board|
|Global Head of Marketing Performance Management||National Transportation Safety Board|
|Corporate Media Relations||Nemours Children's Health System|
|Chief, Media Relations Division||Northwell Health|
|Director, PR & Communications||Omidyar Network|
|Senior Measurement Consultant||Osram|
|Sr. Analyst - Corporate Comms Digital||Otis|
|Brand Marketing||Otis Elevator|
|Vice President, Communications||Padilla|
|Senior Account Executive||Paine Publishing|
|Communications & Media Relations Manager||People's United Bank|
|Senior Associate||People's United Bank|
|Director, Public Relations & Communications||Porter Novelli|
|Public Relations Specialist||PRIME Research|
|Public Relations Manager||PRIME Research|
|Partner, EVP, North American Regional Director, Strategic Planning Analytics and Research||Prudential Financial|
|Acting Director, Office of Safety Recommendations and Communications||Rockwell Collins|
|Social Media Advisor||SAP|
|Global Social Media Manager||Sotheby's International Realty Affiliates LLC|
|Managing Director, Head of Media Relations, Americas||Sotheby's International Realty Affiliates LLC|
|Director||Swope Health Services|
|Marketing and Web Manager||Taylor Strategy|
|Digital Communications Manager||Text100|
|Chief Strategy, Communications and Engagement Officer||Tiffany & Co.|
|Head of Insights & Analytics||UBS|
|Head of Global PR & the Global Customer Reference Program||Valley Forge Tourism & Convention Board|
|CEO||Valley Forge Tourism & Convention Board|
|Communications Director, North America||Verizon|
|Public Relations Strategist||WEILL|
|PR Specialist||XL Catlin|
|Assistant Manager||XL Catlin|
|Director, Public Relations||Zebra Technologies|
If you spend at least a quarter of your time in any of these areas, you should attend the PR Measurement Boot Camp:
Make this a collective experience and bring your team! Save $100 per person when you bring a group of two or more people from your organization. (Select the "Group Rate" when you register.) All team members can be registered and paid for at the same time.
At PR News' Measurement Boot Camp, sponsors will reach hundreds of PR, marketing and communications professionals looking to improve their PR measurement. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.
SPONSORSHIP BENEFITS INCLUDE:
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 Rich Hauptner at [email protected] or 203-899-8460.
For questions related to event registrations, please contact:
If you are interested in sponsorship opportunities, please contact:
If you are interested in sponsorship opportunities, please contact: