Sunday, Oct. 12, 8 a.m.–noon
Room: Delaware B
Note: Prior registration required.
Note: Current International Conference registrants, please call (212) 460-1474 to sign up for this event.
In this half-day pre-Conference event, examine case studies with leading academics, as well as corporate and agency experts who will share their insights on improved decision-making, increased customer engagement and enriched stakeholder experiences through best-in-class research.
This half-day program is divided into two sessions:
Session I: 8:15–10 a.m.
Exploration of Research and Measurement Best Practices
Explore the latest thinking from leading academics, research companies, agencies and clients on the topic of communications research and measurement best practices and standards. This session will include presentations from esteemed academics, and will be followed by a panel discussion with academics and executives who are at the forefront of advancing research and measurement standards. Attendees will leave with an in-depth understanding of the need for research, measurement and ethics standards in today's practice.
Session II: 10:15–noon
Exploring the Role of Research in Award-Winning Communications
Up-front research that informs strategy, as well as research that demonstrates program impact and results, account for a significant proportion of the evaluation criteria for the PRSA Silver Anvil Awards. Through a case study review of recent Silver Anvil Award-winning campaigns, this session will examine the role of research, as well as the methods most commonly associated with the development and execution of award-worthy communications campaigns. Attendees will gain practical insight into best research methods for informing strategic planning and evaluating program impact.
Best Practice in Practice: A Review of Award-Winning Research Methods
Take a look at recent examples of award-winning communications research and measurement methodologies. Panelists will share case studies of work recognized by industry associations that are at the forefront of establishing standards for excellence in communications research and evaluation. Attendees will gain an understanding of the process for developing methods to address specific communications evaluation challenges.
You'll examine "A Tale of Two Wins — How Communications Research Can Help Drive Business Outcomes in the Private Sector, as Well as in the Public Sector," and hear about Gorkana’s award-winning work with GSK and DEFRA (UK government agency). Gorkana’s work with GSK received the 2014 AMEC award for Best Use of Communications Management: Business to Consumer. The firm’s work with DEFRA, the UK government’s Department for Environment, Food & Rural Affairs, received the 2014 AMEC award for Best Use of Social Media Measurement, as well as the 2014 AMEC Platinum Award for best overall award entry.
You'll also learn about the DeltaSet methodology, which was awarded the 2014 AMEC Innovation Award. This methodology was designed to bridge the gap between traditional approaches to measurement and the endpoints that matter most — the changes in stakeholder thinking and action that drive business results or organizational effectiveness.
Learn about the award-winning METRIC Model for evaluating influencer engagement. This model has been recognized by the IPR (Jack Felton Golden Ruler Silver Merit Award), AMEC (Communication Effectiveness Award) and PR Daily (Best PR Research Award).
Allyson Hugley, executive vice president, Measurement and Analytics Practice, Weber Shandwick
At Weber Shandwick, Hugley is responsible for leading measurement and analytics work across the global network, spearheading agency thought leadership, as well as providing analytics and insights counsel to the agency's top global accounts. She is co-chair of the North American chapter of the International Association for Measurement and Evaluation of Communications (AMEC), and a member of the Market Research Council (MRC). Hugley also is a regular speaker at industry conferences on the topic of media measurement and analytics, as well as a guest lecturer at New York University.
Shannon Bowen, Ph.D., associate professor, public relations, University of South Carolina
Bowen is at the forefront of public relations and corporate communication research and measurement ethics. Her published works appear in leading professional publications.
Jackie Matthews, strategist, communications, General Motors
Matthews is known for her highly imaginative use of research to focus attention on things that matter to business success. From 2001 to present, she has been responsible for strategic counsel to internal stakeholders at General Motors, execution of both internal and external surveys, media analysis and integration with the larger General Motors Research team.
David Michaelson, Ph.D., managing director, Teneo Strategy
Michaelson is a pioneer in agency public relations departments, and has served as an active public relations researcher and consultant to top corporations for more than 40 years. His research on measurement, standardization and campaign excellence appear in top professional publications and books.
Don Stacks, Ph.D., associate professor, public relations and corporate communication, University of Miami
Stacks also is chair of the Institute for Public Relations Measurement Commission. His published works appear in leading professional journals.
Donald K. Wright, Ph.D., APR, Fellow PRSA, professor, public relations, Boston University
Wright has been a founding theorist and researcher in the area of public relations and corporate communication ethics, research and measurement. His work appears in top professional publications, and he is the founding editor of Public Relations Journal.
David Geddes, Ph.D., founder, communications research consultancy, Geddes Analytics
Geddes also is chair of the Coalition for Public Relations Research Standards and past chair of the Institute for Public Relations Measurement Commission.
Jeni Chapman, managing director, Gorkana US
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.
Marianne Eisenmann, head, research and analytics, Chandler Chicco Companies, part of inVentiv Health
Eisenmann is an established thought leader in communications research and measurement. She was the recipient of the Jack Felton Golden Ruler Silver Merit Award, an AMEC Communication Effectiveness Award and PR Daily’s Best PR Research Award, recognizing her METRIC Model for measuring engagement. She and her co-authors received the Jackson Sharpe Award at the 2014 International Public Relations Research Conference (IPRRC) for their research on how to test the reliability of the traditional media standards. She also was included in PharmaVOICE’s 2012 list of the “100 Most Inspiring People” in the life sciences industry.
Patrick Ford, vice chair, chief client officer and chairman, Asia, Burson-Marsteller
Greg Sendi, executive vice president, GolinHarris
At GolinHarris, Sendi is responsible for agency innovation in analytics and measurement, including the development of the GolinHarris "DeltaSet" methodology for quantitative communications assessment and planning. He has developed proprietary tools/methodologies for assessing media coverage impact, reputation and analytics, and client return on investment for communications. He also developed the agency's proprietary "Communicating to Win" approach, linking communications programming to concrete business metrics and analytics.
Richard Bagnall, CEO, UK, PRIME Research
Bagnall has more than 20 years of experience in communications measurement. He also serves as senior vice president of PRIME Research Europe. In the '90s, he co-founded Metrica, and, as its managing director, led the company from start-up into one of the world’s most formidable international specialists, before selling it to Gorkana Group in 2009. Bagnall remained at Gorkana Group for four years, serving as managing director of global insights before leaving to join global communications measurement consultancy PRIME Research in 2014, which has nine offices around the world, employs more than 700 staff members, and provides analysis and consultancy services for mainstream and digital media to many of the world’s most recognized brands and organisations.
Pauline Draper-Watts, executive vice president, lead for measurement and analytics, Edelman Berland
Draper-Watts' expertise extends into examining the contribution of social media, publicity and PR to the overall health of a brand, linking media analysis to other research and integrating it with additional metrics. Pauline is past Chair for the IPR’s Commission on Public Relations Measurement & Evaluation which exists to develop and promote standards and methods for public relations research, measurement and analytics that contribute to ethical, strategic and effective public relations. In this role she worked with AMEC, the Global Alliance, the International Communications Consultancy Organization (ICCO) and the PRSA to craft the “Barcelona Declaration of Measurement Principles.”