Assessing Communication Effectiveness: How Well Are You Really Doing?
Sunday Pre-Conference Seminars
Sunday, Oct. 14, 8 a.m.–noon
Room: Salons 10 - 11
Note: Prior registration required.
You spend a great deal of money on organizational publications, but are they making an impact on key publics? Is your money being spent wisely? Should your organization consider conducting a Communications Effectiveness Study (CES)? If you wish to diagnose communications effectiveness by uncovering strengths and weaknesses, pinpoint communications barriers as well as the problems and opportunities facing your organization, and assess organizational communications with key publics, this seminar is a “must.”
- Get an in-depth understanding of the purpose and procedures of a CES.
- Learn the fundamental principles for assessing the effects of your organization’s publications via a CES.
- Gain insight into how the organization’s management views communications and what they believe communications can accomplish.
- Pinpoint communications barriers as well as the problems and opportunities facing the organization.
- Determine the effectiveness of materials produced and whether the organization is using its resources (staff as well as money) efficiently.
Presenters
Jay Rayburn, APR, Fellow PRSA, CPRC
Jay Rayburn, APR, Fellow PRSA, CPRC, is an associate professor and division director for public relations and advertising in the School of Communication at Florida State University. Rayburn has 35 years’ experience in public relations and communications with an emphasis in quantitative and qualitative research methods. He is a past president of the Florida Public Relations Association and has received its highest honor, the John W. Dillin Award.
Peter H. Hollister, APR, Fellow PRSA, CPRC
Peter H. Hollister, APR, Fellow PRSA, CPRC, is a principal and counsel with Hollister, Trubow & Associates (HT&A). Prior to co-founding HT&A in 1986, he worked in the corporate sector for an electric utility, in the not-for-profit sector for three different universities as vice president, and as a consultant, originally with Jackson Jackson & Wagner. Simultaneously, he spent 33 years in military public affairs, retiring from the U.S. Army Reserves as a colonel.
Patricia Trubow, APR, Fellow PRSA, CPRC
Patricia Trubow, APR, Fellow PRSA, CPRC, is a principal and counsel with Hollister, Trubow & Associates (HT&A). She has served as head of communications for a multi-hospital health care system, as communications coordinator for a regional planning council and as public relations coordinator for a major electric utility. Since co-founding HT&A in 1986, Patricia has counseled corporate, not-for-profit, governmental and professional service clients.