Sunday, Oct. 14, 8:30 a.m.–6 p.m.
Room: Club Room
Note: Prior registration required.
8:30–8:45 a.m. PDT
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
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
9:45–10:30 a.m. PDT
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
10:45 a.m.–12:15 p.m. PDT
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
1–2:30 p.m. PDT
2:30–3 p.m. PDT
3–4 p.m. PDT
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
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
The toolkit includes:
5:45–6 p.m. PDT
7–9 p.m. PDT
The PRSA/AMEC Measurement Symposium will provide attendees with the knowledge of how to apply the Barcelona Principles in their work. The principles are the first-ever PR measurement standards, and have been adopted by hundreds of associations, companies and individuals. They range from how to set goals that are measureable to how to demonstrate the ROI of what you do.
The Symposium will be organized around the seven principles. There will be a review of each principle and discussion on how to apply them, as well as case studies from top communications and research leaders from around the world: FedEx, Ketchum, Philips, Booz/Allen/Hamilton, Edelman/StrategyOne, Best Buy, Starbucks, Waggener Edstrom Worldwide, Microsoft, National Cattlemen’s Beef Association, CARMA, Symantec, Cision, World Vision and Clorox.
In addition, participants will receive a workbook of tools that they can apply going forward. This is a hands-on learning experience where you will learn practical skills to increase the value of your work to your clients or your organization every day.
Lisa Binzel, vice president, communications measurement and analytics, StrategyOne
Greg D’Andrea, research director, Cision Global Analysts
Pauline Draper-Watts, executive vice president, practice leader, communications measurement and analytics, StrategyOne
Corey duBrowa, senior vice president global communications and international public affairs, Starbucks
Chris Foster, principal, strategy and organization, Booz Allen Hamilton
Neil Gibson, vice president, corporate communications, FedEx Services
Kelly Groehler, APR, director external relations, Best Buy
Lorraine Hamby, senior director, Worldwide Consumer PR & Social Media, Symantec
Allyson Hugley, executive vice president, Weber Shandwick
Angela Jeffrey, APR, senior consultant, CARMA International
David Kellis, director of public relations and social media, The Clorox Company
Ted Ladd, director of PR, Microsoft
Steve Panton, executive director, national media, World Vision U.S.
David Rockland, Ph.D., partner and managing director, global research, Ketchum
Season Solorio, senior director issues management, National Cattlemens Beef Association
Mark Stephenson, head of corporate communications, Philips North America
Eve Stevens, senior vice president, Waggener Edstrom Worldwide