Register for the 2012 PRSA Health Academy Conference.
Proving the value of public relations continues to be among PR’s greatest challenges. At the same time, PR professionals must confront the challenge of delivering positive business outcomes while doing more for less and with less. In this session, participants will learn the basics of research but, more importantly, how to go “beyond the numbers” to refocus attention from “why measure” to “how to apply research, measurement and evaluation” for the purposes of enabling better business decision-making; generating a positive return-on-PR-investment; and improving performance over time, versus competitors and in light of best-practice.
Mark Weiner, CEO Americas, Prime Research
Since 1993, Mark Weiner has devoted his career to helping many of the world’s most respected organizations and brands to demonstrate and generate a positive return on their investment in corporate and brand communications. He is the author of “Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication.” Weiner is a visiting professor for The Executive Education Programs, S.I. Newhouse School of Public Communications at Syracuse University and has guest-lectured at many of the nation’s leading public relations programs. Prior to PRIME, Mark Weiner was the Global Director and Senior Vice President of Ketchum Research. Prior to joining Ketchum, Weiner was the CEO and president of Delahaye, and founder of Medialink Public Relations Research. He has contributed to numerous publications and is a frequent speaker on the a broad range of public relations topics.
*Optional event, not included with conference registration fee.