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Methods for Measuring PR Success: Stories That Matter From eBay, Virgin Mobile, and Others That Demonstrate the Global Value of PR

Professional Development Workshop Set 2

Your Session ROI

As Albert Einstein once said, “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” So, how do you sift the necessary from the unnecessary in today’s deluge of digital information and measurement options? Jeni Chapman, managing director, Gorkana US; Allyson Hugley, executive vice president, measurement and analytics, Weber Shandwick; and Thea Linscott, account manager, Relevance NY and adjunct professor, Hofstra University, will share real-world quantitative and qualitative examples from eBay, Virgin Mobile, the real estate industry, and more, showing how you can rely on global principles of measurement to prove success. Learn methods for qualifying influencers, a framework for creating a relevant earned-media engagement plan, and techniques and best practices for evaluating and demonstrating the effectiveness of your PR strategies.

Session Materials


Jeni Chapman, managing director, Gorkana US

Photo of Jeni Chapman A proven leader in business strategy, Chapman has spent over 20 years in the area of marketing and communications research, and started her career in Madrid working for Demoscopia for more than six years. Upon returning to the U.S., she spent 12 years at TNS (a Kantar company), and eventually became the executive vice president for the 100+ US Brand and Communications Division. She ran the global brand and communications unit for Harris Interactive prior to joining Gorkana. During her career, Chapman has consulted with clients across vertical sectors on many engagements using marketing mix models, conjoint and other advanced statistical techniques to model the impact of media spend and communications (traditional and digital) in driving changes in attitudes and ultimately, sales.


Allyson Hugley, executive vice president, Weber Shandwick

Photo of Allyson Hugley Hugley has over 16 years of experience in market and communications research. She joined Weber Shandwick in 2011, and since joining the agency, has worked on measurement and program evaluation projects for a variety of key accounts including, Honeywell, Michael and Susan Dell Foundation, Verizon, Electrolux, State Farm, Uniliever and Diet Pepsi. Hugley was previously the senior vice president of Insight Creation at MSLGROUP, where she was responsible for leading research and measurement initiatives for the Americas.

Thea Linscott, account manager; adjunct professor, Relevance NY; Hofstra University

Photo of Thea Linscott Linscott is a dynamic and thoughtful communicator with nearly ten years of experience in the nonprofit, in-house and agency public relations world.  She currently leads teams at Relevance New York as an account manager in brand building and public relations practices. Her current clients include Keller Williams New York City, Tamarkin Co., CityRealty and Prodigy Crowd. She also supports new business, in-house public relations and other accounts as needed.Linscott is also an adjunct professor at Hofstra University, teaching both undergrad and graduate courses in public relations,  and is a frequent guest lecturer at New York University in public relations and corporate communications.