Category: Measurement & ROI
Simply measuring the effectiveness of communication isn’t enough anymore. Senior management is asking for more direct correlation of the money spent on communication with the business outcomes resulting from it — how it increases revenue or reduces expenses. Everyone wants to know the ROI of their communications programs, but you can’t find it if you don’t set up your measurement program correctly. Did your program increase revenues, decrease expenses or build relationships? You can answer these questions with the right metrics and tools.
In this session, you will:
Angela Jeffrey, APR, director U.S., strategy, Salience Insight
Jeffrey has 20 years of experience in public relations, and more than a dozen years in media research. She is among the first in the industry to work with business scientists to link media coverage to business outcomes through correlation research. As a member of the IPR Measurement Commission and AMEC, Jeffrey frequently speaks and writes on these topics, and has just been inducted into the PR News Measurement Hall of Fame.
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