You've seen her on The View, Real Time with Bill Maher, and countless news shows – but Ana Navarro is much more than a talking head. In this breakfast keynote Ana will be in her element – the nation heading into an unprecedented election year while hot on the heels of the Iowa Democratic caucuses – delivering a no-holds-barred look at the current political climate and its many crises.

Join us across the hall from the main ballroom to grab some refreshments, take a breather and check out our sponsors! 

In both personal and professional crises, the hardest part is learning to say you’re sorry. This is especially true for brands, as many communicators will dance around an issue to avoid responsibility rather than express remorse. In this breakout discussion, we’ll explore why a well-timed, well-delivered apology can go a long way toward mitigating blowback—and how an apology doesn’t necessarily need to be positioned as an admission of guilt or wrongdoing.

Lawyers and communications pros often seem to have opposite goals in times of crisis. Both waste precious time and energy pushing back against each other’s strategies for managing the situation and protecting their client from legal and reputational harm. In this frank discussion, our PR pros and legal experts will discuss:

• The typical tensions between lawyers and communicators, where they come from and how to overcome them
• How to win the trust of in-house and outside counsel and establish a more collaborative and mutually supportive working relationship
• The critical relationship between an organization’s legal and reputational risks, and how to keep them in proper balance

Using Sentiment Monitoring to Mitigate a Crisis—Or Prevent One

Building a solid social plan is all well and good, but do you know what to listen for? In this session, our crisis experts will teach you how to closely manage your brand’s online reputation using the latest tools, and not treat a tiny gust like a full-blown tropical storm.

• Employ social media listening tactics that flag any potential crises
• Measure social and traditional media channels to track the effectiveness of your work
• Understand the difference between a quickly extinguished crisis on social and one that simmers longer
• Use data to visually understand how your crisis was discussed on social media
• Build a foundation for measuring brand sentiment, in good times and in times of crisis
• Activate the latest tools, apps and services that have become essential to measuring a crisis

In this panel-based session, our panel will pick apart some notable crisis response statements through the ages. Some have stood the test of time for their brazen transparency or artfulness, while others are so notorious that they have ruined careers and entire businesses.

Social media conversations around a specific brand crisis almost always subside...eventually. In this closing crisis session, our crisis experts will share their recommendations for when and how to return to normal messaging after a crisis. Though no two crises are exactly alike, we’ll explain how to train yourself, and your team, for the shift from crisis management to reputational repair.

Join us on the Hilton Miami VIP Terrace for a last drink and some appetizers as we close out this year’s Crisis & Measurement Summit. Share what you’ve learned, decompress and do some last-minute networking before we leave sunny Miami — and many of us head back to face what remains of Winter. 

You've seen her on The View, Real Time with Bill Maher, and countless news shows – but Ana Navarro is much more than a talking head. In this breakfast keynote Ana will be in her element – the nation heading into an unprecedented election year while hot on the heels of the Iowa Democratic caucuses – delivering a no-holds-barred look at the current political climate and its many crises.

Join us across the hall from the main ballroom to grab some refreshments, take a breather and check out our sponsors! 

The media landscape is a fragmented pastiche. Similar to the increasing power of micro influencers, small, niche media outlets outpace the growth of traditional press. Elsewhere, traditional media outlets both vie and align with popular social media platforms. An influencer’s tweet can raise brand awareness, but an in-depth article can be the bottom-of-the-funnel push sales needs. Communicators understand that a mix of media is critical to success and that PR is part of a larger effort. As such, it is critical that you have an effective media strategy that aligns with the needs of your audience and markets.  To begin the day, the speakers will discuss measurement tools and tactics to help you align communications goals with business objectives. They'll also cover how to measure individual communicators as well as larger, team efforts. We'll also discuss how to quantify and measure when your organizations sell ideas instead of tangible products. The issue of measuring trust and how to apply attribution also will be covered. 

You’ll learn to:

• Align measurement KPIs with business goals
• Measure integrated communications strategies
• Define and measure invisible values (ie, how to measure when your organization sells ideas instead of products)
• Define and apply attribution analysis
• Introduce the concept of measuring trust
• Measure individual contributions as well as team efforts

Following the PESO session, we’ll probe deeper into setting up a measurement effort in the era of integrated communications. We’ll include a case study about the importance of measurement to crisis.  We’ll also include tips for effective reporting of measurement data through dashboards. We’ll also include a case study about creating a framework in the cross-PESO environment.

You will learn:

• Guidelines and concepts that will help you choose effective measurement tools for your organization
• Dashboards and other effective strategies for reporting measurement results to employees and the C-suite
• How measurement can help you monitor, manage and potentially prevent crises
• What metrics the C-suite is demanding from senior communications officers in a cross-PESO environment 

The definition of influencer has evolved beyond celebrities with huge social followings. For example, micro-influencers with modest yet loyal followers often dwarf celebrity influencers in terms of consumer engagement. Identifying influencers and measuring their effectiveness require an understanding of the interplay between your brand’s message and evolving media consumption habits. In this panel we’ll look at using data to locate and manage influencers who will be most effective for your organization. 

You’ll learn to:

• Measure influencer reach and determine how effective and relevant influencers are in delivering messages to your target audience
• Identify and activate the most influential voices within niche settings and larger demographics
• Determine the most effective influencers for your brand (Do you urge an expert to become an influencer and/or an influencer to become an expert?)
• Use measurement to manage and build an effective influencer marketing program
• Determine the ROI of your influencer marketing effort

Making the choice to measure and establish measurable goals at the outset of an effort is merely the first step in the data and analytics journey. Beyond aligning measurement efforts with business objectives your next hurdle is deriving insights from your measurement work. We’ll offer case studies that will help you understand how organizations are communicating better and smarter as a result of insights they’ve derived from measurement.  

As the day draws to a close, we’ll examine how to measure your social media efforts. To do so, you need to understand the similarities and differences in how platforms like Facebook, Twitter, Instagram, Snapchat and LinkedIn tally reach and engagement. Social media pros and measurement mavens will show you how they approach quantifying and qualifying cross-platform measures of engagement, sentiment and share of voice.

You’ll learn how to:

• Measure the cross-platform success of your social efforts and the types of messaging that work best for each platform
• Move beyond vanity metrics when measuring social media
• 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 to reach key demographics
• Discuss the most useful pay tools for each platform

Join us on the Hilton Miami VIP Terrace for a last drink and some appetizers as we close out this year’s Crisis & Measurement Summit. Share what you’ve learned, decompress and do some last-minute networking before we leave sunny Miami — and many of us head back to face what remains of Winter.