« Conference Schedule « Professional Development Workshops Set 5 « Track 4: ROI
A Field Guide to Measuring the Business of PR
Workshop
Monday, October 17, 2011 3:30 p.m. - 4:45 p.m.
Location: Palazzo Salon A
Shonali Burke, ABC, principal, Shonali Burke Consulting
How do you measure the success of your public relations efforts? Does the number of Twitter followers or Facebook fans really matter? How do you measure influence? These questions and more still plague public relations professionals, especially as the measurability of social media has added another dimension to the age-old question — does “PR” work, and if so, how?
- Identify what KPIs (key performance indicators) are, and how to connect your efforts to your organization’s KPIs.
- Determine what not to use as your measure of success, and how to measure successfully on a budget.
- Understand the factors you should be looking for when identifying and reaching out to influencers and measuring results.
- Learn how to tie your efforts back to your organization’s business objectives.
Shonali Burke, ABC, is the principal of Shonali Burke Consulting. In 2007, PRWeek named her one of the “Top 40 Under 40 PR Professionals in the U.S.” She is adjunct faculty for Johns Hopkins University’s M.A./Communication program, and founder of #measurePR Twitter chat on public relations measurement.