Your Public Relations and Communications Community


Measuring Customer Communication Outcomes

Learn How Different Elements Contribute to ROI


Availability
This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Measurement & ROI

Using multiple communication approaches certainly makes customer communications more effective. However, it also makes it harder to isolate how much impact each element might have — especially the elements for which we are responsible. This presentation will use easily adaptable examples from several companies in different industries that used various research techniques to identify exactly how communications affected business outcomes. Examples also will show how much different elements, such as public relations, ads, collateral and events, contributed to the ultimate results, including ROI calculations. Some of the techniques used include:

  • Online surveys with sales representatives.
  • Interviews with high-level client executives around the world responsible for awarding multi-million-dollar contracts. Clients’ reports of the impact of various communications were correlated with sales reps’ perceptions.
  • Pilot studies to measure outcomes in different markets where various campaign elements were used.

Attendees will learn how to:

  • Choose among different research approaches to isolate the impact of different communications on customer outcomes.
  • Ask the right questions to identify specific types of potential outcomes communications might be having.
  • Calculate ROI on an entire communication campaign.

Instructor

Angela Sinickas

Photo of Angela Sinickas Sinickas is the author of the manual, How to Measure Your Communication Programs, and more than 140 professional articles. She has conducted presentations in 29 countries, and her work with clients has earned 17 international communication awards.

PRSA thanks:

Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit http://www.prsa.org/Learning/Accreditation.

 


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