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 August 23 to save $500!

Featured Seakers

Katie Paine

Paine Publishing

Allyson Hugley

President, Measurement and Analytics
Weber Shandwick


  1. 8:30 am - 9:00 am

    Registration, breakfast, speed networking and brief opening remarks

  2. 9:00 am - 10:00 am

    How to Craft a Measurement Program in Line With Business Goals

    Katie Paine, CEO, Paine Publishing, has been helping communicators collect, measure and analyze data for decades. Despite her considerable expertise, she’s one of the most down-to-Earth, approachable measurement gurus in the business. Whether you’ve been measuring for years or your company thinks of measurement as an afterthought, you’ll gain much from exposure to Katie’s full-proof approach to bolstering your measurement program.

    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 Emphasize Business Goals

    Building on our first presentation, we move to tactics for creating a clear, easy-to-understand dashboard—indispensable to any effective measurement program. Our senior measurement trainers will show you how to choose the most impactful KPIs for your communications programs. They’ll also recommend the best tools for you to build a dashboard.

    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

    Measuring Social Media, Influencers and Earned Media: KPIs That Signal Success

    Now that you’ve learned about what and how to measure, and how to translate it to the C-suite via a dashboard, it’s time to consider practical applications of data collection, measurement and analysis. 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, “but that way madness lies.” In this session, our trainers will offer tips and insights to identify the metrics that matter most in measuring effectiveness in these three areas.

    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

    The International Association of the Measurement and Evaluation of Communication (AMEC) released an updated version of its Barcelona Principles in 2015. Yet many communicators lack insight as to 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 and eliminate outdated and vanity metrics.

  8. 2:00 pm - 3:00 pm

    Case Study II: Measurement and PR Crisis

    With a 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 replace data analysts? How might automation reduce measurement budgets and the time it takes to garner insight from data? In this session, we’ll discuss the future of AI in measurement efforts—and what can AI do for your measurement effort right now.

  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.


  • Chris Baszto

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

    Global Managing Director
  • Dara Busch

    EVP, Consumer Practice
  • Alan Chumley

    Managing Director, Communications Analytics
    W2O Group
  • Bill Dalbec

    Managing Director, APCO Insight
    APCO Worldwide
  • Allyson Hugley

    President, Measurement and Analytics
    Weber Shandwick
  • Katie Paine

    Paine Publishing

Who's Attending

Capital One
Colorado State University
Edelman Intelligence
FOCUS Brands
Four Seasons
IBM Watson
Johns Hopkins School of Nursing
Publishers Clearing House
SC Johnson
Unites States Postal Service
Virginia Tech
Visit Florida
VISIT Milwaukee


The Yale Club

50 Vanderbilt Ave
New York, NY 10017

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.


  • Early-Bird Rate

    valid through August 23
  • VIP Rate

    valid through September 6
  • Fall Rate

    valid through September 20
  • Last-Chance

    valid through October 4
  • On-Site

    valid through October 17

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

Questions? Contact Client Services


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. 


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.



For questions related to event registrations, please contact:

Megan Sigg
Marketing Coordinator


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

Katie Sullivan
Sales Director


For information on programming and speakers, please contact:

Seth Arenstein