PR Measurement Boot Camp 4

25-26 February 2021, 10 am - 3 pm (EST)


PR Measurement Boot Camp 4


25-26 February 2021, 10 am - 3 pm (EST)

About the Event

Welcome to the fourth edition of the PR Measurement Boot Camp!

In times of uncertainty and crisis, it is now more important than ever to measure your PR work effectively and show outcomes to your key stakeholders.

But how do you implement a comprehensive measurement framework and more importantly, how do you make effective use of the available tools? 

Our Virtual PR Measurement Boot Camp, will provide you with definitive information and advice from the brands and agencies who are leading the way when it comes to PR measurement.

Through interactive talks, discussions and engaging case studies, you will learn what effective small and large scale PR measurement looks like, discover innovative ideas and tools and gain vital new perspectives on PR measurement in a post-Covid world.

Why register?

  • Understand what it means to have succesful PR measurement in the new normal.
  • Get started with your analysis program and set goals to measure your earned media effectively in 2021.
  • Identify the most important principles for measurement and evaluation in 2021.
  • Give PR an equal seat at the table with sales and marketing by using the right communications analytics.
  • Understand the latest technology and metrics in PR measurement. 
  • Measure your organization's reputation, trust & empathy.
  • Deliver what your C-suite wants to see in your reporting.
  • Demonstrate to your stakeholders the true value of PR.
  • Expand your knowledge, ask questions and find solutions to problems  

IMPORTANT: Due to its interactive nature, this virtual event is limited to 80 participants only.

Interested in sending a group or running this conference in-house? Contact us today for more info. 

Facts & Figures

  • The first ever PR Measurement Boot Camp was held in Calgary in 2018. The second edition of the Boot Camp took place in Atlanta in 2019.
  • Some of the world's leading PR and measurement experts have presented at the Boot Camp, including representatives from Grayling, AMEC, Ketchum, Adobe and Visit Philadelphia.
  • Past delegates at the PR Measurement Boot Camp include senior PR and communications professionals from: Philadelphia College of Osteopathic Medicine, Harvard-Faculty of Arts and Sciences, Marine Corps Marathon Organization, Informa Plc., Augusta University, Lockheed Martin Aeronautics, Nielsen , PwC, Georgia Institute of Technology, SKANSKA, Clyde Group, Federal Reserve Bank of Atlanta, Johns Hopkins Medicine, UPS, U.S. Department of Commerce, United Nations, US Chess Federation, OneSeven Agency...


Jon Meakin Clarity PR

Dana Schmidt Slice Communications

Katie Delahaye Paine PAINE Publishing

Nicole Moreo Ketchum

Johna Burke AMEC

Katie Creaser ICR

Ben Chodor Intrado Digital Media

Jason Weekes CARMA

Eric Koefoot PublicRelay



Understanding the Most Important Principles for Measurement and Evaluation in 2021
– How should you set goals to measure your earned media effectively in 2021?
– What metrics are worth tracking and which metrics should you drop from your reporting ASAP?
– Should you be measuring all channels at all times?

Johna Burke, Global Managing Director, AMEC


Giving PR an Equal Seat at the Table with Sales and Marketing by Using the Right Method for Communications Analytics

As a communicator, it is likely you have been challenged to find a way to do business smarter, faster and more efficiently. Such a challenge creates the perfect opportunity and motivation to rethink what you do and how you do it.  
In recent years, many of the world’s most sophisticated brands and their communications teams have chosen a new method for communications analytics. Companies like Merck, Berkshire Hathaway, Exelon and others, all with reputations for using the world’s best talent and technologies, have embraced this new approach.
In this session Eric will share with you how to generate more reliable analytics and much richer insights that will make your organization smarter, more effective and more efficient.

Eric Koefoot, President & CEO, PublicRelay


When it Comes to Measurement, Context is a King

For analytics professionals, there are few things more discouraging than the widespread addiction to quick, shallow metrics in the place of meaningful analysis. Whether it’s due to budget, limited understanding or limited space in a larger report, numbers like share of voice, impressions and percent increase in mentions have become the key performance indicators (KPIs) most in demand. Unfortunately, these stats aren’t actually KPIs—their value is a myth. Without context and meaning, they’re simply meaningless vanity metrics embedded in pretty charts.
In this session, Nicole will help you understand how to provide context and meaning when measuring the impact of a communications campaign-  a combination of three things: audience, category and—now more than ever—culture.

Nicole Moreo, Senior Vice President, Ketchum Analytics


Lunch Break


Measurement and Evaluation in a Post-pandemic World: Where to Start and Why it Matters 
They are the questions that PR people struggle most to answer: Can you prove PR works? Can you demonstrate impact? What's the ROI? International PR veteran and AMEC board member, Jon Meakin offers a step-by-step guide on what to measure, how to do so, and how to demonstrate to your stakeholders the true value of PR.

Jon Meakin, President, North America, Clarity PR


Demystifying PR Measurement – Making Analysis Easier to Deliver

– How to get started with your analysis program
– How to identify the most appropriate metrics
– Understanding outputs, out-takes, and outcomes and linking them to activity.
– Tips on building a measurement framework that is relevant to your organization

Jason Weekes, Commercial Director for Europe and the Americas, CARMA International


Short Break


The Future of PR Measurement Technology
How are technology and AI disrupting the PR measurement ecosystem? In this session you will learn how to understand and leverage these technologies and metrics. Additional topics include staying ahead of the curve with a conversational intelligence tech stack and optimizing social listening and data visualization tools.

Katie Creaser, Vice President, ICR
Ben Chodor, President, Intrado Digital Media


Measuring Impact Against Attention
When it comes down to it, we all work in the attention business. Some call it public relations or marketing or branding. But no matter how you refer to it, it’s all about getting, keeping, and leveraging attention. And when we start measuring our efforts against attention, our impact becomes crystal clear.
Dana Schmidt, Vice President of Strategy, Slice Communications


End of Day One

10.00 - 15.00

Full Day Workshop with Katie D. Paine - the PR Measurement Queen: Stop Doing Stupid Stuff and Prove Your Value with an Integrated Communications Measurement Dashboard

With tight budgets and a growing proliferation of tools and techniques to get messages out there, PR pros are increasingly faced with tough decisions on where to put their resources. Only by figuring out what really matters, and then developing specific metrics to measure the programs, can the right choices be made.
If you've ever wondered how to measure social media, public relations, internal communications, media relations, and your other programs, you’ll want to attend this workshop. You'll discover the tools, tips, and techniques to prove the effectiveness of your communications programs and how to set measurable objectives.
You’ll learn how to:
- Develop your Kick Butt Index – the first step to accountability
- Define your benchmarks.
- Ditch impressions and instead, show your impact on the organization.
- Measure trust, empathy, and relationships
- Measure your reputation.

Workshop Agenda: 
Part 1: Principles and Best Practices of good measurement 
Part 2: Create your own Champagne Moments, Acceptable Proxies and Kick Butt Index 
Part 3: Deciding what needs to be measured and what goes onto your dashboard and what data you need to do it. Specifically 
- External media
- Internal communications
- Digital communications
- Events
- Executive communications
- Influencer relations
Part 4: How to deliver insights from your data
Part 5: How to create reports that tell the story your bosses need to hear 
Part 6: Wrap up and discussions and final questions 


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