For an abbreviated overview of the Conference, click here.


PRSA/AMEC Measurement Symposium: Improved Business Strategies Through Standardization Research, Integrated Planning and Relevant Analytics

Sunday Half-Day Pre-Conference Course

Sunday, Oct. 12, 8 a.m.–noon

Room: Delaware B

Note: Prior registration required.

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: 8:1510 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.

Moderator

Allyson Hugley, executive vice president, Measurement and Analytics Practice, Weber Shandwick

Photo of Allyson Hugley 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.


Panelists

Shannon Bowen, Ph.D., associate professor, public relations, University of South Carolina

Photo of Shannon Bowen, Ph.D. 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

(Photo Unavailable.) 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

Photo of David Michaelson, Ph.D. 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.


Linda Robinson, vice president, communication and research, Southwest Airlines

(Photo Unavailable.) At Southwest Airlines, Robinson oversees media relations, special event planning, crisis communications, emergency response and business continuity planning, community relations and charitable giving, corporate community affairs, public relations, social and multimedia, legislative communication/grassroots activities, Southwest’s Speaker’s Bureau, employee communications, and graphic design and creative services.


Moderator

Don Stacks, Ph.D., associate professor, public relations and corporate communication, University of Miami

Photo of Don Stacks, Ph.D. Stacks also is chair of the Institute for Public Relations Measurement Commission. His published works appear in leading professional journals.


Panelist

Donald K. Wright, Ph.D., APR, Fellow PRSA, professor, public relations, Boston University

Photo of Donald K. Wright, Ph.D., APR, Fellow PRSA 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.


Moderator

David Geddes, Ph.D., founder, communications research consultancy, Geddes Analytics

(Photo Unavailable.) Geddes also is chair of the Coalition for Public Relations Research Standards and past chair of the Institute for Public Relations Measurement Commission.


Panelists

Molly McKenna Jandrain, director, public relations, McDonald's USA

(Photo Unavailable.) Jandrain oversees the public relations strategy that supports McDonald’s U.S. business and brand. She has held since 2012, and is responsible for developing and leading a strategic, measureable and integrated communications platform to effectively reach and engage defined audiences with McDonald’s story, business and brand actions.


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.


Presenters

Marianne Eisenmann, head, communication research and measurement, Chandler Chicco Companies

Photo of Marianne Eisenmann Eisenmann, head, communication research and analytics, Chandler Chicco Companies, 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.


Greg Sendi, executive vice president, GolinHarris

Photo of Greg Sendi 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.


Panelist

Mark Weiner, CEO, PRIME Research

Photo of Mark Weiner Weiner has devoted his career to helping organizations and brands generate a positive return on their PR investment. He authored “Unleashing the Power of PR," and has contributed to three other texts and published more than 100 articles. He is an editorial advisory board member of PRSA’s The Public Relations Strategist and PR News.