Understanding the Most Important Principles for Measurement and Evaluation in 2021
– How should you set goals to measure your earned media effectively in 2021?
– What metrics are worth tracking and which metrics should you drop from your reporting ASAP?
– Should you be measuring all channels at all times?
Johna Burke, Global Managing Director, AMEC
Giving PR an Equal Seat at the Table with Sales and Marketing by Using the Right Method for Communications Analytics
As a communicator, it is likely you have been challenged to find a way to do business smarter, faster and more efficiently. Such a challenge creates the perfect opportunity and motivation to rethink what you do and how you do it.
In recent years, many of the world’s most sophisticated brands and their communications teams have chosen a new method for communications analytics. Companies like Merck, Berkshire Hathaway, Exelon and others, all with reputations for using the world’s best talent and technologies, have embraced this new approach.
In this session Eric will share with you how to generate more reliable analytics and much richer insights that will make your organization smarter, more effective and more efficient.
Eric Koefoot, President & CEO, PublicRelay
When it Comes to Measurement, Context is a King
For analytics professionals, there are few things more discouraging than the widespread addiction to quick, shallow metrics in the place of meaningful analysis. Whether it’s due to budget, limited understanding or limited space in a larger report, numbers like share of voice, impressions and percent increase in mentions have become the key performance indicators (KPIs) most in demand. Unfortunately, these stats aren’t actually KPIs—their value is a myth. Without context and meaning, they’re simply meaningless vanity metrics embedded in pretty charts.
In this session, Nicole will help you understand how to provide context and meaning when measuring the impact of a communications campaign- a combination of three things: audience, category and—now more than ever—culture.
Nicole Moreo, Senior Vice President, Ketchum Analytics
Lunch Break
Measurement and Evaluation in a Post-pandemic World: Where to Start and Why it Matters
They are the questions that PR people struggle most to answer: Can you prove PR works? Can you demonstrate impact? What's the ROI? International PR veteran and AMEC board member, Jon Meakin offers a step-by-step guide on what to measure, how to do so, and how to demonstrate to your stakeholders the true value of PR.
Jon Meakin, President, North America, Clarity PR
Demystifying PR Measurement – Making Analysis Easier to Deliver
– How to get started with your analysis program
– How to identify the most appropriate metrics
– Understanding outputs, out-takes, and outcomes and linking them to activity.
– Tips on building a measurement framework that is relevant to your organization
Jason Weekes, Commercial Director for Europe and the Americas, CARMA International
Short Break
The Future of PR Measurement Technology
How are technology and AI disrupting the PR measurement ecosystem? In this session you will learn how to understand and leverage these technologies and metrics. Additional topics include staying ahead of the curve with a conversational intelligence tech stack and optimizing social listening and data visualization tools.
Katie Creaser, Vice President, ICR
Ben Chodor, President, Intrado Digital Media
Measuring Impact Against Attention
When it comes down to it, we all work in the attention business. Some call it public relations or marketing or branding. But no matter how you refer to it, it’s all about getting, keeping, and leveraging attention. And when we start measuring our efforts against attention, our impact becomes crystal clear.
Dana Schmidt, Vice President of Strategy, Slice Communications
End of Day One
Full Day Workshop with Katie D. Paine - the PR Measurement Queen: Stop Doing Stupid Stuff and Prove Your Value with an Integrated Communications Measurement Dashboard
With tight budgets and a growing proliferation of tools and techniques to get messages out there, PR pros are increasingly faced with tough decisions on where to put their resources. Only by figuring out what really matters, and then developing specific metrics to measure the programs, can the right choices be made.
If you've ever wondered how to measure social media, public relations, internal communications, media relations, and your other programs, you’ll want to attend this workshop. You'll discover the tools, tips, and techniques to prove the effectiveness of your communications programs and how to set measurable objectives.
You’ll learn how to:
- Develop your Kick Butt Index – the first step to accountability
- Define your benchmarks.
- Ditch impressions and instead, show your impact on the organization.
- Measure trust, empathy, and relationships
- Measure your reputation.
Workshop Agenda:
Part 1: Principles and Best Practices of good measurement
Part 2: Create your own Champagne Moments, Acceptable Proxies and Kick Butt Index
Part 3: Deciding what needs to be measured and what goes onto your dashboard and what data you need to do it. Specifically
- External media
- Internal communications
- Digital communications
- Events
- Executive communications
- Influencer relations
Part 4: How to deliver insights from your data
Part 5: How to create reports that tell the story your bosses need to hear
Part 6: Wrap up and discussions and final questions