Meeting/Event Information
PR Measurement and evaluation: the good, the bad and the ugly
February 21, 2008
12:00 AM
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DeWaay Capital Management
13001 University Avenue
Clive, IA
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Research, measurement and evaluation are critical in this day and age to ensure that PR practitioners achieve organizational needs and business goals. However, many struggle to get their arms around it – "selling" the need for research; conducting and managing the process; defining measurement and evaluation budgets; and effectively building it into planning processes.
Join us for an in-depth look at research, measurement and evaluation and why it's important for you and your organization. This program, designed for new and highly experienced practitioners alike, will review:
- History -- how did PR get into such a mess?
- A common foundation: outputs, out-takes, outcomes and outgrowths
- Media metrics -- from best to worst
- How to turn media "outputs" into business "outcomes
- How we've come full circle -- from word-of-mouth, to media, and back to word-of-mouth
- Measurement in a social-media world
- Measurement steps you can implement today
During this presentation, Bob Giblin, APR, senior public relations counselor and director of research, measurement and evaluation for Morgan&Myers, will discuss why research, measurement and evaluation are more important than ever, and review a range of research methods you can use to add value while maintaining your budget.
Please register online by February 15.
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