Improve Your Measurement Strategy with Help from PR News!

One of the biggest challenges—and requirements—for communicators today is proving the value of your messaging and illustrating your success stories to the C-suite and other stakeholders. Evaluating the performance of your initiatives is not just a must-have skill set, but also an evolving one. AVEs are a thing of the past, and translating campaign results into meaningful units of measurement, demonstrating triumphs and assessing the success of your social platforms are all part of the job.

At PR News’ Measurement Conference on April 17-18 in Washington, D.C., you'll learn how to do just that—to tie your organization's goals to the KPIs that matter most and how to use those numbers to sharpen your next initiative. Sign up before Super Early Bird rates expire on January 25!


Here’s a taste of what you’ll learn

  • How to evaluate media impact and use that to drive new media strategies
  • How to set goals for and measure your influencer initiatives
  • What integrated communications really means and how to develop omnichannel messaging
  • How to evaluate the success of your social media efforts using native and other methods 
  • How to build a real-time data dashboard with the most impactful KPIs
  • How to measure crisis communications
  • What brands taking a stand means for communications and measurement
  • The challenges of AI and how to incorporate AI and machine learning into measurement efforts

Event Sponsor:

Media Partner:


Day 1 - Wednesday, April 17

  1. 1:00 pm - 4:30 pm

    Crisis Workshop

    Crisis Attack Plan: Preparation, Mitigation and Recovery

    If you’re feeling like there is a new business crisis in the news every day, you’re not wrong. There were more than 800,000 crises reported in the media globally in 2017, and 2018 proved to be even more disruptive for communicators. A recent PR News survey found that only 50 percent of communicators felt that their brands were adequately prepared to respond to a crisis.

    It’s more important than ever for brands to think about crisis not in terms of if one will happen, but when. In this workshop, you’ll get a soup-to-nuts training on crisis preparation and response, including monitoring and risk assessment; choosing the right crisis team and spokesperson; considerations when drafting and communicating a response or apology and the different approaches for communicating your message on different social media platforms; and conducting an internal investigation and post-crisis review. You will build on this knowledge with a crisis simulation interactive session that will allow you to apply the skills you’ve just learned.

    Before The Crisis, Part I: Risk Assessment
    Odds are your organization will experience a crisis at some point. Moreover, with social media, word of your crisis can spread around the world in seconds.

    The good news is communicators, who work across the enterprise, are extremely well placed to assess where an organization’s most vulnerable points are located. Communicators have a critical role to play in pre-crisis efforts that can prevent a situation from spiraling into a full-blown crisis.

    You will learn:
    • The basics of risk assessment, including potential social media pain points.
    • Monitoring a crisis through social listening on Facebook and Twitter.
    • Four tactics to create a sound risk-assessment protocol for your brand or organization.
    • How to plan for crisis once you’ve identified your company’s highest-risk areas, and how to ensure that plan is consistently maintained.
    • How to communicate your risk assessment findings to stakeholders.

    Before the Crisis, Part II: Advance Planning and Team Formation
    The best way to prepare for a crisis is to plan ahead—not respond reactively once a crisis erupts. Speed is of the essence in crisis, and response plans and resource allocation protocol must already be second nature.Studies show that the market judges a brand’s crisis response within five days of the news breaking. Within one year of a crisis, brands that are seen to have handled it well will find their valuation has risen. Brands judged as losers in a crisis will see the opposite.

    You will learn:
    • From three examples, how to best build an inter-departmental crisis team and who should staff it.
    • How to choose a spokesperson and prepare him or her for crisis management.
    • Negotiating the sometimes conflicting goals of legal protection and transparency.
    • What your crisis social media command structure should look like, with emphasis on the best monitoring tools and tactics.
    • What materials, meetings, command chains and other protocols should be prepared and approved in advance.
    • How to create a flexible and effective crisis response plan so the C-Suite and employees throughout your company are crystal clear about their responsibilities, including during evenings, weekends and holidays.


    The Crisis Occurs: Reaction, Investigation and Response
    Monitoring of the social conversation has detected an issue related to your brand. Is it an issue that is quickly and easily solved? Might it require a more lengthy solution? Or is it a full-blown crisis that requires a measured response? Knowing when, if and how to react to an issue are critical parts of proper crisis management. Meanwhile, the clock is ticking and your brand’s reputation is at stake.

    You will learn:
    • Three steps to ensure that your employees are working in concert and your responses and messages in a crisis are uniform in content and tone.
    • How to conduct an internal investigation.
    • The apology: what it should contain and how it should be communicated.
    • How to respond on different social media platforms: Facebook, Twitter and LinkedIn.
    • Which areas of communications could fall through the cracks when a crisis occurs and how to mitigate against losses in these areas.
    • How to use the latest tools, apps and services essential to a crisis response.
    • How to ensure your brand’s post-crisis response builds on your crisis response narrative.
    • What should xbe covered in a crisis review.

    The Crisis Simulation: An Interactive Session
    The session will emphasize knowledge obtained in the previous three parts of the workshop and allow you to put these new skills into practice.The first exercise will ask attendees to apply principles of risk assessment to determine the points of highest vulnerability in organizations. The second exercise will feature our experienced crisis professionals leading a simulation of two events. They will send attendees details of both scenarios in advance. Attendees will be chosen at random to role-play in this interactive challenge.

    You will learn:
    • How to use risk assessment principles to find the most vulnerable areas of a company and propose response plans.
    • How to assemble a crisis team and prepare pre-approved responses, materials and resource allocation plans.
    • How to craft a good crisis response and apology.
    • How to balance crisis response with other communications functions.
  2. 1:00 pm - 4:30 pm

    Google Workshop


    Integrating Google Tools Into a Daily Communications Workflow  
    In this opening session, you’ll hear from a communications professional on how they’ve incorporated Google offerings into their daily work, whether they’re monitoring web traffic or tweaking keywords for a new campaign video on YouTube. Just a few of the tools we’ll discuss the usefulness of:
    • Google Analytics
    • Youtube Analytics
    • AdWords
    • Google Search Console

    Google Analytics for Communicators 
    There’s no single magic metric that will prove your website efforts are successful. But Google Analytics can provide a wealth of insights as to when, how long and why users are looking at (or abandoning) your content. In this session, we’ll pinpoint the Google Analytics metrics most useful to communicators—and provide pointers for how to find them quickly.

    What we’ll cover:
    • Creating and modifying content based on metrics in Google Analytics
    • Using Google Analytics to find out how long users are spending with content
    • Determining your bounce rate, and sleuthing out the reasons why users are leaving your page
    • How to spot where there might be slow loading times or responsiveness issues
    Networking Break  

    Keywords and Top-Ranking Content Brainstorming Session
    Work with your fellow attendees to brainstorm a list of keywords relevant to your brand that you can take back to your desk and start using in your SEO strategy. We’ll also discuss the types of content that have the potential to boost your rankings (e.g., context cards, YouTube videos), and outline a plan to deploy that content across your owned and social channels.

    The Real "S" in PESO: Optimizing Search Across Your Digital Footprint   Communicators are often charged with managing their brands’ Paid, Earned, Social and Owned (PESO) channels…but how does search optimization factor into that mix? While earned media is often seen as a separate function from search, earned media placements and third-party sharing of your organic content are crucial to ensuring your brand appears on the first page of Google results. And SEO tactics, like keyword searches, are essential to social media monitoring efforts. In this session, we’ll look at the important role search can play in growing and strengthening all of your digital properties.

    We’ll cover:
    • How to use SEO to bolster influencer and earned media relations efforts
    • What SEO tactics to deploy across Twitter and Facebook
    • The latest AdWords features relevant to those looking into paid search
    • How Google Analytics can help you improve your web traffic
    • Youtube’s role as the largest video search engine, and ways to make your YouTube channel more than just a video repository
  3. 4:00 pm - 5:00 pm

    National Press Club Tour

  4. 5:30 pm - 6:30 pm

    Meet-Up at the Hamilton Bar with PR News Friends

    PR News is organizing a meet-up at the Hamilton bar, which is just a 5-minute walk from the National Press Club. 

Day 2 - Thursday, April 18

  1. 8:00 am - 8:30 am

    Register. Eat Breakfast. Network!

  2. 8:30 am - 8:45 am

    Your Communications Forecast

    Hear it here first. Where is the practice and craft of communications heading and what are the necessary skills to succeed? We'll share with you the latest trends and developments across the various practices of communications—from AI to marketing technology—and set the stage for the rest of the conference with a look at communicators’ progress in the measurement space.
    • Kieran Fagan

      Kieran Fagan

      Vice President, Communications
      Aetna, a CVS Health Company
  3. 8:45 am - 9:20 am

    The Barcelona 2.0 Principles in Action

    You can't have a measurement conference without addressing the Barcelona Principles and how to apply them. 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 data 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. Understand how the principles can be applied day-to-day in measuring communications efforts.

    You will learn:
    • Living the Principles: What each Principle means to you and your brand and how to incorporate these into your daily work
    • How to measure outcomes, not outputs
    • The alternatives to AVEs and the pitfalls of some other KPIS
    • How to make measurement more holistic
    • Why transparency and replicability are paramount
    Bonus Take-Away: The Barcelona Principles Handy Guide
    • Johna Burke

      Johna Burke

      Global Managing Director
  4. 9:20 am - 10:00 am

    How to Measure Relevance, Influence and Media Coverage

    AVEs have taken a back seat, while at the same time influencers are driving coverage. In order to make the business case for your media relations and influencer efforts, you need to be able to accurately measure the effectiveness of your campaigns. This session will show you how.

    You will learn: 
    • How to set goals for media and influencer coverage
    • How to measure relevance over reputation
    • Measuring output vs. outcomes
    • The proper mix of qualitative and quantitative measurement
    • How to evaluate total media impact and use results to drive strategy
    • Which types of influencers your brand needs - nano, micro, celebrity or none?
    Bonus Take-Away: Guide to Media Measurement Do's & Don'ts
    • Alan Chumley

      Alan Chumley

      Managing Director, Communications Analytics
      W2O Group
  5. 10:00 am - 10:30 am

    Speed Networking & Bio Break

    Grab some caffeine and a snack, then meet your peers and forge long-lasting connections with fellow attendees.
  6. 10:30 am - 11:35 am

     3 Best-in-Class Case Studies in PR Measurement 

    Learn from real-world examples, understanding how brands and agencies are navigating the complex world of communications measurement and tying communications measurement efforts to business objectives. We'll take you behind the scenes of award-winning communications campaigns to see the strategies, tactics and measurable outcomes. We'll also take a look at brands who have taken a stand on issues relevant to their audiences, and how they measured the impact of those campaigns.
  7. 11:45 am - 12:15 pm

    Building an Integrated Communications Measurement Program That Works

    The platforms and tools have changed and advanced, but the concept of integrated communications measurement is decades old. More recently, it has become difficult to determine who owns marketing and PR efforts within organizations. And as the tools at our disposal work across multiple disciplines, it’s become more critical for brands to promote an omnichannel message that will resonate.

    You will learn:
    • What integrated communications measurement really means
    • 5 steps to a better integrated communications strategy
    • How to budget for your integrated communications initiatives
    • How to understand and break down silos between marketing and communications efforts
    • How to develop and measure effective omnichannel messaging
    • How to differentiate measurement tactics for earned, paid and owned media
    • Trust metrics: how transparency is gaining momentum
  8. 12:45 pm - 1:30 pm

    Keynote Luncheon and Hall of Fame

    Get ready for some great food—and food for thought—during this networking luncheon featuring an esteemed keynoter and introducing our 2018 Hall of Fame inductees!
  9. 1:45 pm - 2:30 pm

    Proving PR’s Worth to the C-Suite

    Tying business objectives to PR efforts, justifying budget and translating measurement data to senior leaders is a challenge all communications professionals face. This session will teach you how to keep the C-suite’s needs in mind when you conceptualize your communications programs and when it’s time to report metrics.
    You will learn:
    • How to refine data: How analytics, insight and optimization provide a foundation for strategic communication with the C-suite
    • How to become a trusted advisor to the C-suite, and how to build plans and relationships that make meetings with senior leaders successful
    • How to manage difficult conversations and tough questions with senior leaders
    • How to use color and graphics to make a compelling dashboard
    • How to set communications evaluation benchmarks
    • Andrew Bowins

      Andrew Bowins

      SVP, Communications
      Entertainment Software Association
  10. 2:30 pm - 2:45 pm

    Smoothies & Sugar Break

  11. 2:45 pm - 3:30 pm

    Next Practices in Social Media and PR Measurement

    Every major social media platform has some form of native analytic tool, but those metrics don’t always see eye-to-eye. To truly measure social success, you need to understand the similarities and differences of how platforms like Facebook, Twitter, Instagram, Snapchat and LinkedIn tally reach and engagement. Here, social media pros and measurement mavens will show how they approach quantifying and qualifying cross-platform measures of engagement and reach.
    You will learn how to:
    • Evaluate the KPIs for social media measurement
    • Integrate AI and marketing technology into your measurement efforts
    • Design a powerhouse dashboard
    • Where and when to allocate live video efforts
    • Measure the cross-platform success of your messaging—and the types of messaging that works best for each specific platform
    • Employ each platform’s unique measurement strengths to boost reach and engagement
    • Test social media posts before boosting them
    • Use native tools on Facebook, Twitter and Instagram, LinkedIn to reach key demographics
    • Marry native analytics to external listening tools that measure your share of voice against competitors and help identify conversations you can tap into
    Bonus Take-Away: The Social Media Measurement Report
    • John Glinski

      John Glinski

      Owner/Analytics Evangelist
      Excellent Analytics
    • Dawn Moyer

      Dawn Moyer

      Data Scientist
  12. 3:30 pm - 4:15 pm

    Preparing for and Measuring a Crisis

    Today’s news, crises and complaints travel as quickly as thumbs can type. Being prepared for a crisis is essential, and is now one of the biggest challenges for brands. This session will allow you to better prepare for the inevitable crisis, using measurement to get ahead of the problem, manage it and end it quickly.
    You will learn:
    • How 3 brands have successfully managed major crises
    • The most important KPIs for measuring crisis management success
    • How to set up a measurement system to alert you to and measure a crisis
    • How to measure sentiment in a crisis situation
    • How to prepare for crises, how to avoid them, and how to use measurement to end one more quickly
    • How to measure a crisis avoided
    Bonus Take-Away: The Crisis Management Checklist
    • Pauline Draper Watts

      Pauline Draper Watts

      Executive Vice President, Practice Chair, Measurement
      Edelman Intelligence
  13. 4:15 pm - 4:30 pm

    What We've Learned: 17 Great Ideas from the Day!

    You won't want to miss this speed session where we remind you or reinforce some of the best gleanings from the day. Leave the PR Measurement Conference with your brain full, with new network connections and with a new look at Measurement and your role. 
  14. 4:30 pm

    Champagne & Certificates

    Join us for a Champagne Toast and pick up Your PR Measurement Certificate.


  • Andrew Bowins

    SVP, Communications
    Entertainment Software Association
  • Johna Burke

    Global Managing Director
  • Alan Chumley

    Managing Director, Communications Analytics
    W2O Group
  • Kieran Fagan

    Vice President, Communications
    Aetna, a CVS Health Company
  • John Glinski

    Owner/Analytics Evangelist
    Excellent Analytics
  • Paul Headley

    Director of Client Strategy
    Investis Digital
  • Nati Katz

    SVP, Tech Practice
    Burson Cohn & Wolfe
  • Ken Madrigal

    Digital and Social Strategy Lead
  • André Moraes

    Principal Analytical Lead
  • Dawn Moyer

    Data Scientist
  • Ben Spangler

    SEO, Performics Practices Team
    Spark Foundry
  • Charles Taylor

    SEO Manager
  • Pauline Draper Watts

    Executive Vice President, Practice Chair, Measurement
    Edelman Intelligence

Who's Attending

You’ll Hear from Speakers and Meet Colleagues from These Organizations:

Motion Picture Association of America (MPAA)
Excellent Analytics
Entertainment Software Association
Sitrick and Company
Aetna, a CVS Health Company
Investis Digital
Everglades Foundation
Knight Foundation
Institute for Crisis Management

In Just One-Day, We’ve Got You (Measurement) Covered:

Social Media Media Relations Risk Communications Measurement Dashboards The Measurement Tool Box Case Studies

If one of these words is in your title, you need to be here:

  • Communications
  • Public Relations
  • Marketing
  • Human Resources
  • Internal Communications
  • Risk Management
  • Marketing Communications
  • Content Manager
  • Digital
  • Social Media
  • Customer Experience
  • Media Relations
  • Public Affairs
  • Investor Relations
  • Influencer Relations
  • Community Relations
  • Consultant
  • CEO/GM/SVP of PR Agency or Department


The National Press Club

529 14th St. NW
Washington, DC 20045
(202) 662-7500

The National Press Club is known as "The Place Where News Happens." Global leaders in government, politics, business, music, film and sport visit the club every day. They speak here at public and private events because the press is here.

PR News does not have a room block for this event, but we do have a list of recommended hotels below that are a ten-minute walk or less from The National Press Club. 

JW Marriott Washington D.C.
Grand Hyatt Washington
The W Washington D.C.

Nearby Hotels


Conference Only
Super Early Bird (until January 25)
Early Bird (until February 15)
OnSite (until April 18)
Workshop & Conference
Super Early Bird (until January 25)
Early Bird (until February 15)
OnSite (until April 18)

Are you a PR News Event Alumni? When registering choose the Alumni option! All returning event attendees can attend the conference for $795 and the workshop  and conference for only $995.

Nonprofit/Government Discounts: Nonprofit and government organizations receive an additional $200 off current rates.

Group Rates Apply for Teams of Two or More: Join the many other companies who bring their teams to the PR Measurement Conference so they can collectively learn, strategize and build a better measurement plan and get $100 off per ticket.

PR News Subscribers Save More: PR News subscribers save 15% on all PR News events.

Invest in your future: Attending the PR Measurement Conference is the equivalent of 24 hours of time with a strategic consultant or spending a few weeks in a graduate-level business course. Plus, the people connections you’ll make are invaluable. Register now and commit to taking your career and your department to the next level.

Questions? Contact Megan Sigg.



The PR Measurement Conference will provide excellent networking opportunities. Beyond the sessions on every facet of measurement, you’ll also make long-lasting connections with other like-minded professionals during the several scheduled networking breaks throughout the two days.


  • 4 Networking Breaks
  • 2 Team Exercises with Peers
  • A tour of the National Press Club at 4 p.m. on April 17
  • A Meet-Up at The Hamilton bar with other attendees at 5:30 p.m. on April 17


You want to leave a conference learning at least one new approach to something. Today, I learned a number of things that I can’t wait to try once I return home. It was also such a great way to network. Keep up the great work guys. You’ve got an attendee for life.

Media Relations Manager

Your People LLC

Great event with impressive variety of thought leaders. Very good to see how these principles apply across multiple industries and applications.

VP of Corporate MarComms

Gildan Activewear Inc.

The PR News Conference was one of the best conferences I've attended in years. The speakers were informative, authentic, knowledgeable and engaging, which you don't always find.

Public Relations Manager

Michigan State University

An engaging conference well suited to attendees working in the private, public or nonprofit sector.


Sprecher Brewing Company