Communication Measurement and Evaluation

Aug. 23, 26 and 30, noon–3 p.m. ET each day

This nine-hour virtual workshop examines measurement and evaluation, from research to impact, and includes a review of the tools and applications needed.

Led by Johna Burke, FAMEC, global managing director with AMEC, coupled with panel discussions, the workshop is designed with hands-on activities to help participants in formulating a structure for their own communication measurement and evaluation plan. Throughout the sessions the instructor and panelists will identify best practices of different participant teams as well as assess lessons learned.

After attending this workshop, participants will be able to:

  • Recognize the importance and value of an effective PR plan.
  • Understand the difference between activities output, outtakes, outcomes and impact to better develop collaborative initiatives.



Aug. 23, 26 and 30, noon–3 p.m. ET each day

Day 1, Aug. 23, noon–3 p.m. ET
Topics covered:

  • Why measurement and evaluation matter.
  • Where is the team/organization on its measurement and evaluation journey?
  • How-to and the importance of planning.
  • Panel of NFP, in-house and PR agency:
    • Examples of how to start getting executive buy-in, context and making sense of the data in hand, the data needed and the pitfalls of measurement and evaluation.

Day 2, Aug. 26, noon–3 p.m. ET
Topics covered:

  • Audience journey: segmentation approaches.
  • The WHAT of PESO: paid, earned, shared and owned.
  • Channel tool-stack review.
  • Case study: Monitoring and MORE: What Goes Into Your Program and How You Can Extract the Meaningful Data for Your Organization.

Day 3, Aug. 30, noon–3 p.m. ET
Topics covered:

  • Reputation: credibility and trust.
  • Reporting: data, context and storytelling.
  • Results.
  • Panel of NFP, in-house and PR agency:
    • Objectives to visualization: developing a well-rounded PR and communication measurement and evaluation program.

Accreditation Information

Participants with the APR credential earn 0.5 renewal CEUs for each session of this workshop, for a total of 1.5 CEUs.


Members can save $50 if they register by Aug. 9.



Course/Workshop, Live Online, Measurement & ROI