Measurement Conference Agenda

Register to attend PR News’ Measurement Conference & Social Media Workshop on April 20-21  and commit now to grounding all of your communications efforts in metrics that connect to business goals and prove the crucial role communications plays in thriving b2c and b2b companies, nonprofits and professional associations.

Our faculty of PR measurement experts will show you how to develop a measurable communications program for media relations, social media, crisis management and brand enhancement. You’ll get updates on the latest trends in measurement standards, with an emphasis on real-world case-study applications of measurement concepts.

And you’ll be present for the induction of this year’s honorees into PR News’ Measurement Hall of Fame—a rare opportunity to hear from leading lights of PR measurement on the same stage.

Attendee Bonuses

  • Executive Summary
  • Access to Speaker Presentations
  • Checklists
    • 6 Steps to Dashboard Success
    • 5 Steps to Building a Compelling Measurement Report copy
  • Tip Sheets
    • How Free Tools Can Help You Measure Instagram’s Value to Your Brand
    • Measurement Hierarchy Chart
  • FREE digital copy of PR News’ PR Measurement Guidebook

Detailed Schedule

8:00 a.m. 8:25 a.m.

Registration & Networking Breakfast

Get to know other communications and PR professionals over an assortment of breakfast options.

8:25 a.m. 8:30 a.m.

Conference Kickoff From PR News

8:30 a.m. 9:30 a.m.

Measurement Dashboards That Communicate the Business Value of Your Communications Programs

Our measurement experts will show you how to select KPIs for your communications programs and shape your measurement presentations to provide the information that will inform company leaders, anticipate many of their questions and guarantee your communications budget.

You’re learn how to use measurement dashboards to:

  • Show what is happening with your communications programs
  • Assess the impact of your communications programs on your brand
  • Spot opportunities and amplify successes
  • Inform business decisions
  • Demonstrate your contribution to your business
  • Tell your story and manage expectations from senior leaders
  • Frame up PR results in terms of brand, digital and conversion impact
  • Walk through the anatomy of a complete dashboard

BONUS CHECKLIST: 6 Steps to Dashboard Success


Villafranca_Cindy copy
Cindy Villafranca
Senior Specialist, Communication & Outreach
Southwest Airlines
Margot Sinclair Savell
Senior Vice President, Global Measurement, Research+Data Insights
Hill+Knowlton Strategies
9:30 a.m. 10:00 a.m.

Case Study I: PR Measurement at Work in the Real World

Your CEO or client ultimately knows how important reputation is to the company, but if asked how you specifically quantify Return on Reputation (ROR), how do you respond? Learn how Aflac’s corporate communications team uses modeling, technology and hard data to shape and implement strategies to drive communications messaging and distribution for the purpose of achieving measureable ROR results.

This session will demonstrate how to:

  • Deconstruct established models, allowing opportunities for the greatest return and synergies across efforts to be revealed
  • Use data to inform priorities, ensuring efficiencies and maximizing benefits that can truly be driven through communications activities
  • Demonstrate the value of ROR in the real world and how it has changed over time



Catherine Hernandez-Blades
Senior Vice President, Corporate Communications
10:00 a.m. 10:15 a.m.

Networking Break

10:15 a.m. 11:15 a.m.

Measuring Social: How to Measure Your Impact Across Social Media Platforms

You’ll get specific tips on how to set goals and measure your success on Facebook, Twitter, Instagram and more. You’ll get the latest insight on how to use the platforms’ own measurement tools as well as third-party tools including Google Analytics.

You’ll learn how to:

  • Use the latest research methodologies to measure social media
  • Put social media measurement best practices to work
  • Understand the basics of Google Analytics so you can move on to more complex measurement
  • Use Facebook and Twitter’s latest native analytics tools
  • Use third-party tools to measure your Instagram campaigns
  • Integrate two emerging b2b tactics: Twitter takeovers and Twitter chats, and the measurement strategies behind them

BONUS TIP SHEET: How Free Tools Can Help You Measure Instagram’s Value to Your Brand


David Peikin - 406x512
David Peikin
Director, Corporate Communications
Bloomberg BNA
Serena Ehrlich
Director of Social Media
Business Wire
Sarab Kochhar
Associate Director, Measurement & Analytics (APCO); Director of Research (IPR)
APCO Worldwide/Institute for Public Relations
11:15 a.m. 11:45 a.m.

Case Study II: PR Measurement at Work in the Real World

This session will share the story of how Student Loan Genius made, measured and learned to leverage its public relations efforts to drive company success. The director of marketing and PR, Jovan Hackley, shares his story on how his time as an association marketing director, nonprofit PR manager and new media strategist for government helped him develop his PR and measurement tool box.

Attendees will come away with:

  • A better understanding of the current state of PR measurement’s capabilities by looking at the work and words of some of the top brands and practitioners
  • An in-depth look at some of the top measurement tools available today
  • An understanding of how to pinpoint the metrics that matter and how to measure them


Jovan Hackley
Director of Marketing & PR
Student Loan Genius
Moderator: Mike Knox
Head of North American Sales, Media Intelligence
11:45 a.m. 12:00 p.m.

Networking Break

12:00 p.m. 1:00 p.m.

Luncheon Keynote Presentation: Blue Goldfish—Using Technology, Data and Analytics to Drive Differentiation and Customer Advocacy

In our increasingly digital world, customer and client expectations are constantly changing, yet a recent IBM study reveals 76% of customers expect brands to understand their individual needs. Organizations that use data, technology and analytics to focus on their customers will have a strong competitive advantage. Creating change, however, is an uphill battle and not knowing how to start can stop even the best organizations from moving forward.

In his keynote, author Evan Carroll will share how trends including the Internet of things, decreasing attention spans and increasing expectations, like the Amazon Effect, will transform business of the future.

Attendees will leave with:

  • An understanding of the latest trends among today’s audiences
  • Insights into how leading companies combine big data trends and small data insights to engage customers
  • Case studies and inspiration to create real change in their business


Evan Carroll
Blue Goldfish: Using Technology, Data and Analytics to Drive Both Profits and Prophets
1:00 p.m. 1:30 p.m.

PR Measurement Hall of Fame Celebration

PR News’ PR Measurement Hall of Fame recognizes long-standing and continued efforts in advancing PR measurement and research, and in promoting the importance and awareness of metrics in the PR community. This year’s Hall of Fame inductees will discuss the state of universal measurement standards and the establishment of the Barcelona Principles 2.0 as a foundational approach to measurement.

Our 2016 PR Measurement Hall of Fame inductees: Barry Leggetter, AMEC; Margot Sinclair Savell, Hill+Knowlton Strategies; Eileen Sheil, Cleveland Clinic

To kick off the induction ceremony, PR Measurement Hall of Famer David Rockland, partner/CEO, Ketchum Global Research & Analytics and immediate past chairman of AMEC, will give a review of the Barcelona Principles 2.0 and look at the most recent debate about AVE (advertising value equivalency).


Rockland_David copy
Measurement Hall of Fame Kickoff: David B. Rockland, PhD
Partner/CEO, Ketchum Global Research & Analytics; Immediate Past Chairman, AMEC
Margot Sinclair Savell
Senior Vice President, Global Measurement, Research+Data Insights
Hill+Knowlton Strategies
Eileen M. Sheil
Executive Director of Corporate Communications
Cleveland Clinic
1:30 p.m. 1:45 p.m.

Networking Break

1:45 p.m. 2:45 p.m.

How to Measure Media Coverage and Tie It to Organizational Goals

Our PR measurement experts will show you how to make the business case for your media relations efforts—before you send your first email pitch or retweet an article by a leading journalist in your market. After this session you’ll think twice before launching a media relations campaign that does not tie into a specific organizational goal held dear by your senior leaders.

You’ll learn how to:

  • Establish clear expectations from senior leaders of your media relations programs
  • Determine if there is a correlation between earned media and organizational goals
  • Connect share of voice to organizational goals
  • Present and report results

BONUS CHART: The Measurement Hierarchy


Katie Paine
Publisher & CEO
Paine Publishing
2:45 p.m. 3:00 p.m.

Networking Break

3:00 p.m. 3:30 p.m.

Case Study III: PR Measurement at Work in the Real World

Is more always better? Often in PR we want to reach the biggest and broadest audience possible. However, sometimes the target audience is a very small subset of the overall audience. This session will illustrate one attempt to target and measure the impact of a marketing and communications campaign to increase engagement of a specific audience.

You will:

  • Consider complex and mixed audiences and learn strategies for targeting specific subgroups
  • Use data to inform priorities and future directions
  • Consider impact and downstream effects of growth


Audrey Huang
Director, Marketing and Communications for Research and Education; Director, Media Relations
Johns Hopkins Medicine
3:30 p.m. 4:30 p.m.

Measuring Social: How to Apply Social Insights to Communications Strategy

Communications professionals struggle more than ever over which social media data to pull and measure. We’ll focus on how to find insights from the data you pull and how to plug those insights back into your communications strategy and into your business. This session will also feature tangible examples of how data is applied to the refinement of communications programs.

You’ll learn how to:

  • Pull the right social media data that ties to your communications goals
  • Distinguish vanity metrics from engagement metrics
  • Avoid getting lost in dashboards
  • Listen for potential leads
  • Use data to move the needle toward your communications and business goals

BONUS CHECKLIST: 5 Steps to Building a Compelling Measurement Report


Paul Englert
Vice President, Marketing
C. Mondavi & Family
Saul Leal
General Manager
FamilyShare Network
Smith_Kathleen copy
Kathleen Smith
Social Media Content Manager
Defense Media Activity/Department of Defense
4:30 p.m. 4:35 p.m.

Closing Remarks