Registration and Morning Coffee
Overview of the Current PR Measurement Trends: Where Are We and Where We Need to Be?
In this opening session, Nicole will give you an overview of the current state of PR measurement and which benchmarks do you need to scrap and which you need to implement and are critical for your success. The session will also look at the progress done in this arena and more importantly, the work that still needs to be done.
Nicole Moreo, SVP- Senior Vice President, Analytics, Ketchum
Peer-to-Peer Measurement Work Groups
Huddle with your peers to solve some key challenges in the areas of data, measurement and analytics trends. In this workshop, attendees will be grouped by organizational type to work through how to measure the effectiveness of messaging to a target audience, helping to define the key KPI that ties to your organization’s bottom line. You'll be sure to leave this workshop armed with ways of measuring the persuasiveness of your efforts and how they contribute to your organization’s success.
Katie D. Paine, CEO, PAINE Publishing
Lunch for Speakers and Delegates
Integrating Data Insights Across Paid, Earned, Social and Owned Media
- Establish specific measurements for each aspect of your campaign—and for each media type
- Use storytelling tactics to amplify earned media placements and social media reach
- Test the effectiveness of your messaging before boosting posts and ads
- Leverage video storytelling tactics and measurement across channels
- Use Snapchat geofilters to gauge and measure local audience interactions with content
Kevin Lessard, Senior Media Analyst, Visit Philadelphia
Case Study:How Aetna is Transforming Its Communications With Consistent Metrics and KPIs
In this case study, Aetna's vice president of communications Kieran Fagan will share how his team is helping to transform Aetna's approach to communications by applying consistent KPIs across internal departments and external channels. He will share best practices for using data within a communications team, as well as how best to work with senior leaders to tie communications goals to business objectives.
Kieran Fagan, VP Communications, Aetna
Networking and Refreshment Break
How to Use Data to Give Your Communications a Makeover
- Measure the right activities and results
- Mix qualitive and quantitative data
- Report campaign coverage
- Impress key stakeholders
- Present business impact
Stella Bayles, Director, CoverageBook.com
Quantifying PR’s Return on Investment (and why so many people get it wrong)
In the world of public relations, we see many promises for measuring public relations “return on investment” or “ROI.” Unfortunately, there exists much confusion surrounding “Quantifying ROI” (a measureable financial return) and “Proving Value” (a subjective measure which changes from company to company and even from one person to another within the same company). We in public relations undermine our professionalism by using these terms interchangeably (while the C-Suite certainly knows the difference). In this session, we share case studies for both proving value and generating a return on investment.
Mark Weiner, Chief Insights Officer, CISION
End of Day One
Full Day Interactive Workshop with Measurement Expert Jesper Andersen: Getting Started with PR Measurement - A Step by Step Approach
Attending this interactive workshop will enable you to:
- Understand why measurement and analytics is important to PR professionals
- Develop a successful measurement strategy
- Turn data into insights
- Listen more to consumers and understand the gap between what companies think they are delivering and what stakeholders want
- Use Communications Research to Drive Business Results
About Your Expert Workshop Leader:
Jesper Andersen is the managing director and lead strategist of Quantum Public Relations, a Danish consultancy specialised in communication measurement and evaluation. By creating insights, Quantum Public Relations provide clients with ways to improve their communication to help them fulfil their purpose and reach business objectives. For the past decade, he has worked in Public Relations for some of the largest brands in the Nordics and been the head of press relations for VisitDenmark and NCC Construction. He is a popular guest speaker and has been a keynote and panel participant at e.g. Effekt Agenda 2016 and AMEC Summit 2016. Jesper does consultancy for both private companies, public sector institutions and NGO’s – including the European Union’s Regional Development Fund and Interreg co-operation. In 2016, Lissted in the UK put Jesper at number 83 on the list of the Top 100 PR Measurement Influencers in the world.