Sunday, Oct. 14, 3–4:15 p.m.
Room: Salons 1 - 2
Public relations and marketing practitioners must assess the value of campaigns in order to
understand what is working. To truly demonstrate the impact of efforts, however, you must
also understand the metrics used by other departments within the organization, including those
defined by your accounting team.
Johna Burke, senior vice president, BurrellesLuce
Johna Burke is senior vice president at BurrellesLuce. Prior to BurrellesLuce, she was head of public and investor relations at U-Haul International. She joined BurrellesLuce in 2000, as West Coast regional vice president. In 2008, she became a corporate senior vice president and in October 2009, was appointed senior vice president of marketing. Her written views have appeared in a variety of public relations industry outlets and she is a regular contributor to BurrellesLuce Fresh Ideas.