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
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
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
Lunch for Speakers and Delegates
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
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.
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
Integrating Data Insights Across Paid, Earned, Social and Owned Media
Kevin Lessard, Deputy Communications Director, City of Philadelphia
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.
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
- 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