Assessing the Value of Campaigns Apropos Your Company’s Annual Operating Plan

Professional Development Workshop Set 1

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.

Learn the lingo used by accounting and finance practitioners.
Discuss qualitative and quantitative metrics that can be applied to build a better department
profile, demonstrate the impact of campaigns and improve the rapport with other departments
within your organization.
Learn how to decipher your organization’s mission and business strategy, including key
objectives and benchmarks.
Discover the loaded cost of a project, such as culling through un-edited monitoring coverage and
its true cost to the organization.

Presenter

Johna Burke

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.