Category: Measurement & ROI
This webinar will show you how to set measurable goals, as well as how to avoid some of the pitfalls, such as using the term “creating buzz” as a key performance indicator. Good research has certain inherent principles in terms of transparency and replicability. Learn how to ensure that measurement is done in a manner that is methodologically sound and can live up to the greatest scrutiny from your boss, client or CFO.
Rockland joined Ketchum in 2000 and led the development and implementation of the Barcelona Principles. He is responsible for the research business at Ketchum, including its global network across the United States, Costa Rica, Brazil, China, Germany and the U.K. He also is responsible for Ketchum Pleon Change, the firm’s management consulting enterprise. He manages approximately 180 people across the two business units. He also was responsible for forming Ketchum Interactive, now known as Ketchum Digital. Rockland is a member of the IPR Commission on PR Measurement and Evaluation, and was its chairman for 2007 and 2008. He is on the board of the International Association for Measurement and Evaluation of Communication, and created the North American chapter, of which PRSA is a key contributor.
Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit http://www.prsa.org/Learning/Accreditation.