Category: Measurement & ROI
In this webinar, we’ll prepare you for the Association for the Measurement and Evaluation of Communications (AMEC) Measurement Week, Sept. 15–19!
Nearly everyone agrees on the value of PR measurement, but putting it into action can be a challenge. This session will focus on identifying steps you can take to integrate measurement into your work. You’ll identify approaches that can be applied at all levels, and understand how to put them into action. You’ll learn how to:
• Set measureable objectives.
• Use research to create benchmarks and inform strategy.
• Evaluate PR programs.
• Put measurement into action via lessons learned from a case study.
Pauline Draper-Watts, executive vice president, practice leader, communications measurement and analytics, StrategyOne
Draper-Watts, executive vice president, U.S. Communications and Measurement Analytics Group, Edelman Berland, focuses on sound measurement and research that demonstrates the value of communications, delivers actionable insights and guides both strategy and tactics. She has worked with organizations of all sizes, include many Fortune 500 companies across a variety of industry sectors. Draper-Watts was one of the original crafters of the Barcelona Principles, and is a regular senior judge of the PRSA Silver Anvils. She is a former chair of the Institute for Public Relations Measurement Commission, and a member of the PR News Measurement Hall of Fame.
Marianne Eisenmann, head, communication research and measurement, Chandler Chicco Companies
Eisenmann, head, communication research and analytics, Chandler Chicco Companies, is an established thought leader in communications research and measurement. She was the recipient of the Jack Felton Golden Ruler Silver Merit Award, an AMEC Communication Effectiveness Award and PR Daily’s Best PR Research Award, recognizing her METRIC Model for measuring engagement. She and her co-authors received the Jackson Sharpe Award at the 2014 International Public Relations Research Conference (IPRRC) for their research on how to test the reliability of the traditional media standards. She also was included in PharmaVOICE's 2012 list of the "100 Most Inspiring People" in the life sciences industry.
Mark Weiner, CEO, PRIME Research
Weiner, CEO, PRIME Research, began devoting his career in 1993 to helping many of the world’s most respected organizations and brands demonstrate and generate a positive return on their investment in corporate and brand communications. He is an author, speaker and visiting professor focused on the practical application of research in public relations. Weiner also sits on the editorial advisory boards of The Public Relations Strategist and PR News, and is a frequent speaker at international, national and local conferences. Under his guidance, PRIME has earned many “Best PR Research” awards, including The Diamond Sabre; The Platinum Award; The Ogilvy Award and The Jack Felton Golden Ruler Award. He is a member of the PR News Measurement Hall of Fame, and a former chair of the Institute for Public Relations Measurement Commission.
Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit http://www.prsa.org/Learning/Accreditation.