PRSA/AMEC Measurement Symposium

Sunday, Oct. 14

• 8:30–8:45 a.m. PDT

  Introductions, Review of the Agenda, and the Barcelona Principles in a Nutshell — David Rockland, Ketchum

  Participants learn about the seven Principles and why they have become the industry standard for making the Business Case for Public Relations™.

• 8:45–9:15 a.m. PDT

  The State of Public Relations Measurement and the Challenges Ahead — Chris Foster, Booz/Allen/Hamilton

  Participants are surveyed about their top measurement priorities prior to the Symposium. Results are shared at the event and compared to similar surveys of public relations professionals from around 25 other countries.

• 9:15–9:45 a.m. PDT

  Principle 1 — Goal-Setting Comes First

  • How to Write Goals — Lisa Binzel, Vice President, Communications Measurement & Analytics, Edelman Berland
  • Case Study — Goal-setting: Lorraine Hamby, Senior Director, Worldwide Consumer PR & Social Media, Symantec

• 9:45–10:30 a.m. PDT

  Principles 4 and 5 — Bringing Quality Into the Media Measurement and Eliminating the Use of Advertising Value Equivalency (AVE)

  • How to Measure the Quality of Media — David Rockland, Partner/CEO, Ketchum Research and Change
  • Case Study — Mark Stephenson, Head of Corporate Communications, Philips North America
  • Case Study — Greg D’Andrea, Research Director, Cision Global Analysts.

  Participants learn why the use of AVEs is incorrect, and how to properly measure the quality and quantity of traditional and social media. These Principles are brought to life by a global Dutch company operating in a wide range of industries, as well as by a provider of global measurement services and one of its clients.

• 10:30–10:45 a.m. PDT

  First Break

• 10:45 a.m.–12:15 p.m. PDT

  Principle 2 — Measuring Outcomes Is Better Than Measuring Outputs

  • How to Measure Outcomes — Eve Stevens, Senior Vice President, Waggener Edstrom Worldwide
  • Case Study — Kelly Groehler, APR, Director External Relations, Best Buy
  • Case Study — Ted Ladd, Director of Public Relations, Microsoft

  Participants learn the importance of measuring stakeholder changes in awareness, perceptions and behaviors, and how to design questionnaires to collect this proof of the value of public relations. Case studies of how this is done at Best Buy and Microsoft are presented.

• 12:15–1 p.m. PDT

  Lunch Break

• 1–2:30 p.m. PDT

  Opening General Session: Biz Stone, Co-founder, Twitter

• 2:30–3 p.m. PDT

  Second Break

• 3–4 p.m. PDT

  Principle 6: Measuring Social Media

  • How to Measure Social Media — Allyson Hugley, Executive Vice President, Weber Shandwick
  • Case Study — David Kellis, Director of Public Relations and Social Media, Clorox
  • Case Study — Season Solorio, Senior Director Issues Management for the NCBA (National Cattlemens Beef Association); Angela Jeffrey, APR, Senior Consultant, CARMA International

  Participants learn how to measure social media, what are the key metrics that have become industry standards, how to select a provider of these services, and how this area of measurement is being done at a large global packaged goods company and a U.S. trade association.

• 4–5 p.m. PDT

  Principle 3: How to Measure Business Results

  • How to Measure Business Results — Pauline Draper-Watts, Executive Vice President, Practice Leader, Communications Measurement & Analytics, StrategyOne
  • Case Study — Corey duBrowa, Senior Vice President Global Communications and International Public Affairs, Starbucks
  • Case Study — Neil Gibson, Vice President, Corporate Communications, FedEx Services

  Participants learn the tools used to measure the business results from public relations, including market mix modeling and the use of brand/reputation survey data to determine how consumers make choices, such as buying decisions. Case studies are provided from two exceptional global brands — Starbucks and FedEx.

• 5–5:45 p.m. PDT

  Your Toolkit and How to Use It (Rockland, Binzel, Hugley, Stevens)

  The toolkit includes:

  • The Barcelona Principles — what they are, what they mean and how to apply them.
  • A goal-setting worksheet that includes how to set business and communications goals, and the measurement tools that are needed to determine progress against those goals.
  • A scoring approach for media results to effectively measure quantity and quality of social and traditional media.
  • A description of the right metrics for social media evaluation.
  • Standard questions to add to surveys to measure consumer and other stakeholder outcomes from public relations.
  • A description of the tools used to measure ROI, how to apply them, the role of the public relations practitioner in implementing these tools, and how to determine good, better and best modeling approaches.

• 5:45–6 p.m. PDT

  Wrap-Up and Thank You

• 7–9 p.m. PDT

  Opening Night Reception