PR Measurement Boot Camp 5

21-22 October, 10 am - 4 pm (ET)

Register now

About the Event

Welcome to the fifth virtual edition of the PR Measurement Boot Camp 

In times of uncertainty and crisis, it is now more important than ever to measure your PR work effectively and show outcomes to your key stakeholders.

But how do you implement a comprehensive measurement framework and more importantly, how do you make effective use of the available tools? 

Our PR Measurement Boot Camp, will provide you with definitive information and advice from the brands and agencies who are leading the way when it comes to PR measurement.

Through interactive talks, discussions and engaging case studies, you will learn what effective small and large scale PR measurement looks like, discover innovative ideas and tools and gain vital new perspectives on PR measurement in a post-Covid world.

Why register?

  • Understand what it means to have succesfull PR measurement in the new normal.
  • Get started with your analysis program and set goals to measure your earned media effectively in 2022 and beyond.
  • Identify the most important principles for measurement and evaluation.
  • Give PR an equal seat at the table with sales and marketing by using the right communications analytics.
  • Understand the latest technology and metrics in PR measurement. 
  • Measure your organization's reputation, trust & empathy.
  • Deliver what your C-suite wants to see in your reporting.
  • Demonstrate to your stakeholders the true value of PR.
  • Expand your knowledge, ask questions and find solutions to problems.

 

 

Only

25days

23hours

44min

UNTIL THE EVENT

Facts & Figures

  • The first ever PR Measurement Boot Camp was held in Calgary in 2018. The second edition of the Boot Camp took place in Atlanta in 2019.
  • Some of the world's leading PR and measurement experts have presented at the Boot Camp, including representatives from Grayling, AMEC, Ketchum, Adobe and Visit Philadelphia.
  • Past delegates at the PR Measurement Boot Camp include senior PR and communications professionals from: Philadelphia College of Osteopathic Medicine, Harvard-Faculty of Arts and Sciences, Marine Corps Marathon Organization, Informa Plc., Augusta University, Lockheed Martin Aeronautics, Nielsen , PwC, Georgia Institute of Technology, SKANSKA, Clyde Group, Federal Reserve Bank of Atlanta, Johns Hopkins Medicine, UPS, U.S. Department of Commerce, United Nations, US Chess Federation, OneSeven Agency...

Speakers

Stella Bayles CoverageBook & AnswerThePublic

Katie Delahaye Paine PAINE Publishing

Kevin Lessard City of Philadelphia

Johna Burke AMEC

Dana Schmidt Slice Communications

Nicole Moreo Ketchum

Jennifer Bruce Adobe Inc

Jon Meakin Clarity PR

Agenda

10.00 

Understanding the Most Important Principles for Measurement and Evaluation in 2022 and Beyond
– How should you set goals to measure your earned media effectively in 2022?
– 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

10.40

 Share of Search: What matters for PR
Share of Search has been lauded as a powerful new metric by the advertising industry, but what is it? And why should the advertising industry lead on the development of new industry metrics when PR is known to drive brand, reputation and search? In this talk we discuss new industry research from a UK PR innovation group that explores the the metric for earned media. Using practical examples, we'll cover:
- How to discuss Share of Search with stakeholders
- The role of search listening
- How to get started and the tools you need


Stella Bayles, Director, CoverageBook & AnswerThePublic

11.20 

Creating Long-term Value From Planning Research and Analytics


Have you ever spent a lot of time and money on analytics/ research, been impressed by the output, even used immediately used it for a campaign/idea… but, then never reference it again? In this session we discuss how to get more out of your data. What questions do you ask at the beginning to better understand not only what you are hoping the research will answer- but how you can then use the research as a “living” document. This session will focus on showcasing how research should never be a “one -off” expensive project and will bring to life how organizations are turning their research into toolkits for planning, employee engagement, customer retention, content creation and strategy optimization.
- How to create research that solves multiple business problems
- How “planning” research can and should be used throughout a program’s life cycle
- What are some real-world examples to bring this to life
- Questions to ask your team to make sure you are getting the most out of your research.
Nicole Moreo, Senior Vice President, Ketchum Analytics

12.00

Lunch for Speakers and Delegates

13.00 

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

13.40 

Collapse PR Data Silos to Deliver Meaningful Measurement at Scale
Most PR practitioners combine “generating a return on PR investment” with “proving PR value” when the two hold very different meanings:  “ROI” refers to a quantifiable financial return while “value” is a subjective measure that changes from one organization to the next (or even from one person to another within the same organization). PR-ROI comes in three forms: Connecting PR with sales (the sexy one); Avoiding catastrophic cost (the big one); and Efficiency, (the most accessible). Efficiency means “doing more with less or for less.” In this session, Jennifer will focus on PR efficiency as a contributor to ROI using a case study from Adobe, the multinational software company.


Jennifer Bruce, Global leader of Communications Measurement and Insights for Adobe Inc.

14.20

Short Break

14.40 

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

15.20

Integrating Data Insights Across Paid, Earned, Social and Owned Media
Kevin Lessard, Deputy Communications Director, City of Philadelphia

16.00 

End of Day One

10.00 - 16:00 

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 

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