« Conference Schedule « Professional Development Workshops Set 1 « Track 4: ROI
Cracking The Code: Isolating the Impact of PR, Ads, Events and Collateral
Workshop
Sunday, October 16, 2011 3:00 p.m. - 4:15 p.m.
Location: Mediterranean Salon 2
Angela Sinickas, ABC, IABC Fellow, president, Sinickas Communications
Using multiple communication approaches makes external communications more effective, but it also makes it more difficult to isolate how much impact each element has. Through case studies, explore several research techniques for identifying exactly how communications affects business outcomes, and how much different elements (public relations, ads, collateral, events, etc.) contribute to the ultimate results, including ROI calculations.
- Gain insight into how to choose among different research approaches to isolate the impact of different communications on customer outcomes.
- Learn to ask the right questions to identify specific types of potential outcomes communications might have.
- Discover how to calculate the ROI of an entire communication campaign, or different elements of it.
Session Materials
Final Presentation
(Available to registered attendees only. )
Angela Sinickas, ABC, IABC Fellow, is president of Sinickas Communications, Inc., an international consulting firm that helps organizations — including 25 percent of Forbes’ Global 100 largest corporations — plan and measure successful communication. She is the author of the manual, “How to Measure Your Communication Programs,” and more than 135 professional articles. Sinickas has conducted presentations in 28 countries, and her work with clients has earned 17 international communication awards.