June 23rd
10am-4pm (EDT) / 4pm-10pm (CET)
Welcome to the Virtual Crisis Communications Measurement Masterclass with Katie D. Paine, the PR Measurement Queen!
We’ve been told for years to “measure what matters.” But if we’ve learned anything from these terrible, horrible no-good times, is that what used to matter, doesn’t anymore. As a result, we need to rethink what we measure. To survive in this new environment, the entire concept of measurement and particularly measurement in a crisis needs to flip.
The Masterclass will cover:
In the last two years, the world of communications as we know it has changed. Engagement has supplanted revenue, stock price and/or market share as a key measure of success. The ability to attract and keep talent has replaced profitability as a top concern. Politicization and social division have changed the nature of truth and influence.
Attending our exclusive Masterclass with Katie D. Paine will help you achieve that!
Final chance to register! Grab your ticket today!
10.00 Part 1: Overview
- The Basic Steps to Measuring Anything
- How to build a measurement program - mapping objectives to KPIs, acceptable proxies, defining the right data/content sets, defining stakeholders/audiences, defining data architecture, designing deliverables
- How to apply Measurement Standards and the Barcelona Principles
- Defining your “Champagne Moment”
- Mapping objectives to KPIs
- Defining metrics for intangible goals
11.00 Part 2: Measurement Warning Signs
- How to use measurement to avoid a crisis
- Benchmarks for a crisis
- Criteria for success
- How to define bespoke metrics for your specific issues
12.30 Lunch Break
13.00 Part 3: Metrics for the War Room – How and What to Measure in the Middle of a crisis
- What do you need to know?
Type of crisis?
Who’s paying attention?
What’s the narrative?
- How to get that data
- Other data you probably need
14.30 Part 4: Measuring Crisis Success
- Optimal Outcome – The Crisis Avoided
Share of negatives
Other crises responses and results
- Typical Outcome
What to measure
Where to get the data
16.00 Closing Discussion
This program can also be delivered as a tailored in-house training for your organization. We adapt the content to your industry, objectives, and level of maturity, focusing on real challenges your teams face and the decisions they need to make. In-house formats allow your people to align on a shared approach, work through relevant scenarios, and build skills they can apply immediately.
If you’re exploring an in-house option, tell us a bit about your team, priorities, and timing, and we’ll recommend the right format.
Contact us about in-house training
