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 PRNEWS’ Measurement Boot Camp on October 17 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.

Register by September 20 to save $300!

Featured Speakers

Katie Paine

CEO
Paine Publishing

Allyson Hugley

VP, Global Communications, Head of Research and Analytics
Prudential

Agenda

  1. 8:30 am - 9:00 am

    Registration, breakfast, speed networking and brief opening remarks

  2. 9:00 am - 10:00 am

    Crafting a Measurement Program Aligned With Business Goals

    Whether you’ve been measuring for years or your company thinks of measurement as an afterthought, building a measurement program from a goal-oriented place is the best path to collecting insights that you can actually use. We'll kick off our boot camp with a look at how to craft reasonable, measurable KPIs around business goals so that you feel empowered to start from scratch, or refresh your existing efforts, with confidence. 

    You’ll learn:

    • How to approach the right people at your company to unlock the data you’ll need to begin a measurement program
    • The initial steps that will tie communications work to organizational goals
    • How to discover what your company’s communication needs are, and best use data and measurement to address those needs
    • Which free tools are most likely to meet a significant portion of your company’s measurement demands
    • How to create compelling reports that resonate with the C-suite
  3. 10:00 am - 10:25 am

    How to Create Dashboards That Anyone Can Read

    Once you set reasonable, business-oriented measurement goals,  you'll need clear, easy-to-understand dashboard that anyone can read. Our senior measurement trainers will show you how to figure out the best tools for building a strong dashboard, what KPIs to include, and other tips for making sure that your dash is organized to make those insights shine.

    You’ll learn:

    • To ensure your dashboard shows communication metrics that matter most to your company in real time
    • How to measure ROI and prove PR efforts’ impact on the bottom line
    • Assess the tools you’ll need to collect, measure and analyze data
    • Use Google Analytics to ensure you’re targeting the right audience in age, gender and location
  4. 10:25 am - 10:45 am

    Networking Break

  5. 10:45 am - 11:45 am

    Beyond Vanity Metrics: Qualitative and Quantitive Measurement on Social Media

    Whether you’re measuring social media efforts, the ROI of influencers or your earned media program, there is so much data at your disposal that it's tempting to try and embrace it all. In this session, our trainers will offer tips and insights for figuring out what insights matter most in measuring effectiveness—and which ones are just a waste of resources.

    You’ll learn to:

    • Use qualitative and quantitative measurement to move beyond vanity metrics
    • Collect data to measure the most significant aspects of your social media efforts
    • Use native and third-party analytic tools for Facebook, Twitter and Instagram
    • The best ways to measure the ROI of influencer campaigns
  6. 11:45 am - 1:00 pm

    Lunch & Learn

  7. 1:00 pm - 2:00 pm

    Case Study I: The Barcelona Principles in Action

    Though The International Association of the Measurement and Evaluation of Communication (AMEC) released an updated version of its Barcelona Principles in 2015, many communicators still don't understand how the Principles can shape a successful measurement program. In this session, we’ll look at real-world campaigns that checked the seven boxes of AMEC’s core principles—and show how you can use the guidelines to sharpen your organization’s approach to measurement.

  8. 2:00 pm - 3:00 pm

    Case Study II: Measurement and PR Crisis

    With the next tweet-storm just around the corner, every brand and organization must be crisis-ready. In this interactive session, we’ll simulate a PR crisis based on current headlines and provide tips on the best ways to measure crisis strength and response time. From there we’ll offer tips on how to measure the effectiveness of your crisis management efforts.

    You’ll learn:

    • How to monitor a crisis with social listening
    • Risk assessment in crisis management and conducting a postmortem
    • How measurement help can communicators monitor, assess and manage reputational risks
    • How to translate analytics into simple terms for internal and external stakeholders
    • To ask the right questions, and establish principles that will lead you to an effective crisis measurement plan
  9. 3:15 pm - 3:30 pm

    Sugar Fix (Final Networking Break)

  10. 3:30 pm - 4:00 pm

    AI and The Future of Measurement

    Will AI really replace data analysts? How can automation reduce the time it takes to garner insight from data? In this session, we’ll discuss the future of AI in measurement efforts, including what can AI do for your measurement effort right now—and what it can't.

  11. 4:00 pm - 4:15 pm

    Wrap-Up/Closing Remarks/10 Takeaways

    Peer-to-Peer Measurement Work Groups
    Huddle with your peers to solve some key challenges in the areas of measurement and analytics trends. In this interactive activity, 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 measurement expert Katie 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.

Speakers

  • Chris Baszto

    Director of Digital Planning + Optimization
    Hill+Knowlton Strategies
  • Johna Burke

    Global Managing Director
    AMEC
  • Robert Corrado

    Director
    Wachsman
  • Kristen Coughlin

    SVP
    Edelman Intelligence
  • Bill Dalbec

    Managing Director, APCO Insight
    APCO Worldwide
  • Allyson Hugley

    VP, Global Communications, Head of Research and Analytics
    Prudential
  • Katie Paine

    CEO
    Paine Publishing
  • George Sutcliffe

    Lead, Global Communications Analytics & Research
    United Technologies Corporation

Who's Attending

AMEC
Rutgers University
Inspire PR Group
Paine Publishing
Prudential
APCO Worldwide
Saft America
Oxfam America
W2O Group
Life Time Inc.
Canon USA Inc.
Florida International University
Universal Information Services
The Bradford Group
Jacobson Strategic Communications

Venue

The Yale Club

50 Vanderbilt Ave
New York, NY 10017
2127162100

PRNEWS’ Measurement Boot Camp will take place on October 17 at The Yale Club in Midtown New York City in the Roof Dining Room on the 3rd Floor. The venue is just a block away from Grand Central Terminal and the 4, 5, and 6 Subway trains. If you are traveling for the boot camp and need lodging, take a look at PRNEWS’ list of hotels in the area.

Pricing

  • Early-Bird Rate

    $995
    Register
    valid through August 23
  • VIP Rate

    $1,095
    Register
    valid through September 6
  • Fall Rate

    $1,195
    Register
    valid through September 20
  • Last-Chance

    $1,295
    Register
    valid through October 4
  • On-Site

    $1,495
    Register
    valid through October 17

PRNEWS Boot Camp Alumni receive a discounted flat rate of $895.
Groups receive a $100 discount
Nonprofits
receive a $200 discount
PRNEWS Premium Suscribers receive a $300 discount

Questions? Contact Client Services

FAQ

What is included in the registration price?

Registration includes continental breakfast, access to all sessions, lunch, break beverages/snacks, and access to speaker presentations.

What kinds of payment do you accept?

We only accept credit card (AMEX, Visa, MasterCard) and check (must be received 10 days prior to the event) via our online registration.

What if I have a discount code?

Only one discount code can be honored per registration. Please note that discount codes are only good on NEW REGISTRATIONS. Discount codes cannot be applied to a registration that has already been processed and price adjustments are not available.

I am registered, but cannot attend. Can I cancel or transfer my registration?

You may substitute another individual in your place at no extra charge, or we can offer a credit to a future event but we do not refund registrations. Reach out to clientservices@accessintel.com with any additional questions. 

Sponsor

At the Measurement Boot Camp presented by PRNEWS, sponsors will reach hundreds of communications, marketing and digital professionals looking to improve their measurement tactics. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.

Have other sponsorship needs? You can customize a sponsorship package. Only a limited number of sponsorships are available! For information about sponsorship packages, please contact Katie Sullivan at ksullivan@accessintel.com.

Contact

Questions

For questions related to event registrations, please contact:

Megan Sigg
Assistant Marketing Manager
PRNEWS
msigg@accessintel.com 

Sponsorships

If you would like to sponsor this event, please contact:

Dan Hanover
SVP
PRNEWS
dhanover@accessintel.com 

Program

For information on programming and speakers, please contact:

Seth Arenstein
Editor
PRNEWS
sarenstein@accessintel.com