Improve Your Measurement Strategy with Help from PR News!
At PR News’ Measurement Conference on April 17-18, 2019 in Washington, D.C., you'll learn how to do just that—to tie your organization's goals to the KPIs that matter most and how to use those numbers to sharpen your next initiative. Sign up before the Last-Chance Rates expire April 16!
For the past nine years, PRNEWS has inducted into its Hall of Fame leading lights of PR measurement for their long-standing and continued efforts in advancing and championing PR measurement, for promoting the importance and awareness of key metrics within the PR community and for playing a role in the development of measurement standards. View past inductees here.
If you’re feeling like there is a new business crisis in the news every day, you’re not wrong. There were more than 800,000 crises reported in the media globally in 2017, and 2018 proved to be even more disruptive for communicators. A recent PR News survey found that only 50 percent of communicators felt that their brands were adequately prepared to respond to a crisis.
It’s more important than ever for brands to think about crisis not in terms of if one will happen, but when. In this workshop, you’ll get a soup-to-nuts training on crisis preparation and response, including monitoring and risk assessment; choosing the right crisis team and spokesperson; considerations when drafting and communicating a response or apology and the different approaches for communicating your message on different social media platforms; and conducting an internal investigation and post-crisis review. You will build on this knowledge with a crisis simulation interactive session that will allow you to apply the skills you’ve just learned.
Odds are your organization will experience a crisis at some point. Moreover, with social media, word of your crisis can spread around the world in seconds.
The good news is communicators, who work across the enterprise, are extremely well placed to assess where an organization’s most vulnerable points are located. Communicators have a critical role to play in pre-crisis efforts that can prevent a situation from spiraling into a full-blown crisis.
You will learn:
The best way to prepare for a crisis is to plan ahead—not respond reactively once a crisis erupts. Speed is of the essence in crisis, and response plans and resource allocation protocol must already be second nature.Studies show that the market judges a brand’s crisis response within five days of the news breaking. Within one year of a crisis, brands that are seen to have handled it well will find their valuation has risen. Brands judged as losers in a crisis will see the opposite.
You will learn:
Monitoring of the social conversation has detected an issue related to your brand. Is it an issue that is quickly and easily solved? Might it require a more lengthy solution? Or is it a full-blown crisis that requires a measured response? Knowing when, if and how to react to an issue are critical parts of proper crisis management. Meanwhile, the clock is ticking and your brand’s reputation is at stake.
You will learn:
The session will emphasize knowledge obtained in the previous three parts of the workshop and allow you to put these new skills into practice.The first exercise will ask attendees to apply principles of risk assessment to determine the points of highest vulnerability in organizations. The second exercise will feature our experienced crisis professionals leading a simulation of two events. They will send attendees details of both scenarios in advance. Attendees will be chosen at random to role-play in this interactive challenge.
You will learn:
Check-in with the PRNEWS staff to receive your name badge and information about upcoming events, network with other attendees before the first session begins and enjoy refreshments during the opening remarks to kick off the afternoon of Google strategizing!
In this opening session, you’ll hear from a communications professional on how they’ve incorporated Google offerings into their daily work, whether they’re monitoring web traffic or tweaking keywords for a new campaign video on YouTube. Just a few of the tools we’ll discuss the usefulness of:
There’s no single magic metric that will prove your website efforts are successful. But Google Analytics can provide a wealth of insights as to when, how long and why users are looking at (or abandoning) your content. In this session, we’ll pinpoint the Google Analytics metrics most useful to communicators—and provide pointers for how to find them quickly.
What we’ll cover:
Communicators are often charged with managing their brands’ Paid, Earned, Social and Owned (PESO) channels…but how does search optimization factor into that mix? While earned media is often seen as a separate function from search, earned media placements and third-party sharing of your organic content are crucial to ensuring your brand appears on the first page of Google results. And SEO tactics, like keyword searches, are essential to social media monitoring efforts. In this session, we’ll look at the important role search can play in growing and strengthening all of your digital properties.
We’ll cover:
Work with your fellow attendees to brainstorm a list of keywords relevant to your brand that you can take back to your desk and start using in your SEO strategy. We’ll also discuss the types of content that have the potential to boost your rankings (e.g., context cards, YouTube videos), and outline a plan to deploy that content across your owned and social channels.
PRNEWS is organizing a meet-up at the Hamilton bar, which is just a 5-minute walk from the National Press Club.
PR News is organizing a meet-up at the Hamilton bar, which is just a 5-minute walk from the National Press Club.
Hear it here first. Where is the practice and craft of communications heading and what are the necessary skills to succeed? We'll share with you the latest trends and developments across the various practices of communications—from AI to marketing technology—and set the stage for the rest of the conference with a look at communicators’ progress in the measurement space.
You can't have a measurement conference without addressing the Barcelona Principles and how to apply them. The International Association of the Measurement and Evaluation of Communication (AMEC) released the second version of its Barcelona Principles—which provide guidelines around measuring the effectiveness of campaigns and replacing outdated data models such as AVEs—a couple of years ago. Yet, many communicators are still in the dark as to what these principles are and how they can result in a more successful measurement strategy. Understand how the principles can be applied day-to-day in measuring communications efforts.
You will learn:
Bonus Take-Away: The Barcelona Principles Handy Guide
AVEs have taken a back seat, while at the same time influencers are driving coverage. In order to make the business case for your media relations and influencer efforts, you need to be able to accurately measure the effectiveness of your campaigns. This session will show you how.
You will learn:
Bonus Take-Away: Guide to Media Measurement Do's & Don'ts
Grab some caffeine and a snack, then meet your peers and forge long-lasting connections with fellow attendees.
Learn from real-world examples, understanding how brands and agencies are navigating the complex world of communications measurement and tying communications measurement efforts to business objectives. We'll take you behind the scenes of award-winning communications campaigns to see the strategies, tactics and measurable outcomes. We'll also take a look at brands who have taken a stand on issues relevant to their audiences, and how they measured the impact of those campaigns.
The platforms and tools have changed and advanced, but the concept of integrated communications measurement is decades old. More recently, it has become difficult to determine who owns marketing and PR efforts within organizations. And as the tools at our disposal work across multiple disciplines, it’s become more critical for brands to promote an omnichannel message that will resonate.
You will learn:
Get ready for some great food—and food for thought—during this networking luncheon featuring an esteemed keynoter and introducing our 2019 Hall of Fame inductees!
Hailed as The Master of Innovation by Fortune magazine, award-winning professional speaker Scott Steinberg is among today’s best-known trends experts and futurists, and the bestselling author of 14 books including Make Change Work for You: 10 Ways to Future-Proof Yourself, Fearlessly Innovate, and Succeed Despite Uncertainty, Millennial Marketing and Lead With Your Heart. Named one of America’s top futurists by the BBC and a “top trendsetter to follow” by the Fortune 500, this leading trends expert, business insider, and analyst has covered consumer, business, entertainment, and travel trends for 600+ outlets from CNN to Rolling Stone.
In his keynote address, Scott will speak about the business or social trends will have the greatest impact on how public relations professionals operate and communicate in the future, how to speak the language of the C-Suite, and how PR pros can avoid stumbling in adapting to change.
Tying business objectives to PR efforts, justifying budget and translating measurement data to senior leaders is a challenge all communications professionals face. This session will teach you how to keep the C-suite’s needs in mind when you conceptualize your communications programs and when it’s time to report metrics.
You will learn:
Every major social media platform has some form of native analytic tool, but those metrics don’t always see eye-to-eye. To truly measure social success, you need to understand the similarities and differences of how platforms like Facebook, Twitter, Instagram, Snapchat and LinkedIn tally reach and engagement. Here, social media pros and measurement mavens will show how they approach quantifying and qualifying cross-platform measures of engagement and reach.
You will learn how to:
Bonus Take-Away: The Social Media Measurement Report
Today’s news, crises and complaints travel as quickly as thumbs can type. Being prepared for a crisis is essential, and is now one of the biggest challenges for brands. This session will allow you to better prepare for the inevitable crisis, using measurement to get ahead of the problem, manage it and end it quickly.
You will learn:
Bonus Take-Away: The Crisis Management Checklist
You won't want to miss this speed session where we remind you or reinforce some of the best gleanings from the day. Leave the PR Measurement Conference with your brain full, with new network connections and with a new look at Measurement and your role.
Join us for a Champagne Toast and pick up Your PR Measurement Certificate.
If one of these words is in your title, you need to be here:
529 14th St. NW
Washington, DC 20045
(202) 662-7500
The National Press Club is known as "The Place Where News Happens." Global leaders in government, politics, business, music, film and sport visit the club every day. They speak here at public and private events because the press is here.
PR News does not have a room block for this event, but we do have a list of recommended hotels below that are a ten-minute walk or less from The National Press Club.
JW Marriott Washington D.C.
Grand Hyatt Washington
The W Washington D.C.
Receive a 12% discount for airport rides at all eligible SuperShuttle airport locations nationwide.
*Only one VIP Code can be used per registrant.
Are you a PR News Event Alumni? When registering choose the Alumni option! All returning event attendees can attend the conference for $795 and the workshop and conference for only $995.
Nonprofit/Government Discounts: Nonprofit and government organizations receive an additional $200 off current rates.
Group Rates Apply for Teams of Two or More: Join the many other companies who bring their teams to the PR Measurement Conference so they can collectively learn, strategize and build a better measurement plan and get $100 off per ticket.
PR News Subscribers Save More: PR News subscribers save 33% on all PR News events.
Invest in your future: Attending the PR Measurement Conference is the equivalent of 24 hours of time with a strategic consultant or spending a few weeks in a graduate-level business course. Plus, the people connections you’ll make are invaluable. Register now and commit to taking your career and your department to the next level.
Questions? Contact Megan Sigg.
The PR Measurement Conference will provide excellent networking opportunities. Beyond the sessions on every facet of measurement, you’ll also make long-lasting connections with other like-minded professionals during the several scheduled networking breaks throughout the two days.
At the PR Measurement Conference presented by PR News, sponsors will reach hundreds of communications, marketing and digital professionals looking to improve their measurement tactics. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.
Have other sponsorship needs? You can customize a sponsorship package. Hurry, only a limited number of sponsorships are available! For information about sponsorship packages, please contact Katie Sullivan at [email protected].
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