Opening Mini Workshop: Overview of the Current PR Measurement Trends: Where Are We and Where We Need to Be?
At the opening mini workshop, delegates will be divided into groups and asked to identify their top PR measurement challenges. Nicole will also provide you with an overview of the current state of PR measurement and which benchmarks are necessary to scrap and which should be implemented to ensure your success. Additionally, the session will examine the progress made in this area and, more importantly, the work that remains to be done.
Nicole Moreo, Head of Consumer Insights for North America, LinkedIn
Critical Thinking: The Bridge PR and AI Need
AI is here to stay, and as a professional, you need to understand the capabilities and applications most relevant to your discipline and audience. Critical thinking is essential for pros navigating tech efficiency without compromising ethical engagement with data and stakeholders. This session will help guide your organization on their data-led journey.
Johna Burke, CEO, AMEC (International Association for the Measurement & Evaluation of Communication), PRNews Measurement Hall of Fame, ICCO Hall of Fame, PRCA Fellow, IPR MeasureCommission, Diversity Action Alliance (DAA) Steering Committee
Lunch for Speakers and Delegates
Applying Quantifiable Metrics to Measure Your Organization's Reputation
Reputation – highly sought after, universally known and critical to success. If brand is what you put out there, and reputation is what you get back, how do you quantify that and how do you counsel your organization to take the right steps to build the relationships that reinforce your reputation? That’s exactly what we’re working towards at Argyle - applying, quantifiable metrics to measure how an organization’s reputation is tracking over time. With data, insights and a focus on relationships, we can determine what’s working and what needs to change, while mitigating risk and seizing on opportunities to build reputation.
Kim Blanchette, APR, Chart.PR, Fellow CPRS, Senior Vice President Reputation, Risk and Public Affairs, Western Canada GM, Argyle
Andrew Blanchette, Director, Data Intelligence, Argyle
Calendar Your KPIs
When it comes to measuring the success of our own campaigns, true analysis requires a tremendous amount of humility and self-awareness. Since that level of reporting takes a lot of courage, it's not something that can be done effectively on a daily basis. We need some distance! Mapping specific KPIs to a realistic reporting cadence can help save our sanity and ultimately provide a more insightful perspective.
Dana Schmidt, Vice President of Strategy, Slice Communications
Networking Break
Quantifying PR’s Return on Investment (and Why so Many People Get it Wrong)
In the world of public relations, we see many promises for measuring public relations “return on investment” or “ROI.” Unfortunately, there exists much confusion surrounding “Quantifying ROI” (a measureable financial return) and “Proving Value” (a subjective measure which changes from company to company and even from one person to another within the same company). We in public relations undermine our professionalism by using these terms interchangeably (while the C-Suite certainly knows the difference). In this session, we share case studies for both proving value and generating a return on investment.
Mark Weiner, Chief Insights Officer, PublicRelay & Author, "PR Technology, Data and Insights"
The Role of Market Research in PR Measurement
In this session Lisa will showcase how market research can benefit your PR and communications strategy, and will share top tips on how to get the most out of the findings.
Lisa Covens, Senior Vice President, Public Affairs and Communications, Central Canada, Leger
Closing Discussion and End of Day One
A Full Day Workshop on Crisis Communications Measurement Katie D. Paine, the PR Measurement Queen!
In the last two years, the world of communications as we know it has changed. Engagement has supplanted revenue, stock price and/or market share as a key measure of success. The ability to attract and keep talent has replaced profitability as a top concern. Politicization and social division have changed the nature of truth and influence.
We’ve been told for years to “measure what matters.” But if we’ve learned anything from these terrible, horrible no-good times, is that what used to matter, doesn’t anymore. As a result, we need to rethink what we measure. To survive in this new environment, the entire concept of measurement and particularly measurement in a crisis needs to flip.
Attending this interactive workshop will help you achieve that!
The Workshop will cover:
- The basic steps to best-in-class measurement for any and all forms of communications
- How to avoid the misinformation plague (hint: dump your engagement metrics)
- How to measure the crisis avoided
- How to identify the people that matter and what they care about
- Strategies to identify trusted sources and individuals around a particular issue or crisis
- How to identify a crisis by type, and what your best possible response is depending on the type of crisis
- Setting measurable objectives for crisis and issues communications
- How to ensure you have the right data for your objectives
- Defining acceptable proxies for intangible or hard to measure goals
- Benchmarking – what are you being compared to?
- Matching your tools to the data you need
- How to use data to continuously improve results
