PR Measurement Conference Agenda


One– and Two–Day Packages Available
Join us on April 8, 2014, for PR News’ annual, essential PR Measurement Conference, taking place at the historic National Press Club in Washington, D.C. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove the crucial role that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.
Our faculty of PR measurement experts will explore the inescapable role of measurement in public relations, and 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 PR measurement, as well as case studies showing practical, real-world 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.

The agenda for the PR Measurement Conference was developed with the assistance of PR News’ Measurement Advisory Panel —

  • Marla Bace, Circles, a division of Sodexo
  • Don Bartholomew, Ketchum
  • Pauline Draper-Watts, Edelman Berland
  • Jackie Matthews, General Motors
  • Carrie Schum, Porter Novelli

Detailed Schedule

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

Networking Breakfast & Registration

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

Opening Remarks

8:30 a.m. 8:45 a.m.

The Wake-Up Call: The State of Measurement

We’ll start the day with a fast-paced survey of the current state of PR measurement, examining the latest trends and what the future holds for measurable communications.

The Wake-Up Call will include:

  • The shift from measuring PR activity to a message’s impact
  • The growth of social media measurement and its impact on brand growth
  • The current status of measurement standardization
  • The movement to convince PR practitioners to measure their efforts


Sandra Fathi
President & Founder
8:45 a.m. 9:30 a.m.

How – and When – to Report Measurement Results

PR measurement data can be overwhelming and complex, particularly for C-level executives whose time and attention are spread across an entire organization. This panel will discuss how to shape your measurement presentations to provide the information that will inform company leaders, anticipate many of their questions and guarantee your communications budget.

You’ll learn how to:

  • Shape your presentations in a way that makes sense and is quantifiable in terms that C-level executives understand
  • Develop strategies for sharing social media metrics with senior leaders
  • Communicate the right measurement data to the right departments within an organization
  • Identify and highlight for a sales team patterns in customer behavior
  • Identify obstacles to success and offer possible solutions


Marla Bace
Marla Bace
General Manager, Marketing and Operations
Circles, a division of Sodexo
David Hebert
Internal and Audio-Visual Communications Chief
U.S. Geological Survey
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Johna Burke
9:30 a.m. 9:45 a.m.

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

It’s the Golden Age of Public Relations, but the discipline is dangerously close to messing it up if professionals do not make the shift toward a real-time engagement ecosystem that transcends traditional media, online, digital and social. In the modern age of PR we see the intersection of Big Data at the crossroads of code and content. Companies like MasterCard embrace digital publishing, direct communications and influencer engagement and recognize that every interaction can be measured and insights can be derived and turned into insights that will shape communications strategies. This discussion will explore how to leverage new technologies, methods and strategies that move you away from simple reporting of what has happened or been missed, to predictive analytics.

You’ll learn how to:

  • Implement and integrate your global presence into a listening and engagement platform for the cost of what “traditional clip  counting” costs today
  • Evaluate current tools and explore alternatives that work at an enterprise level
  • Design and implement real-time content strategies that allow insights and audience analysis to direct your communications
  • Move away from buzz metrics to business insights that get you into the C-suite
  • Transform the way people and organizations think about what role PR plays in an organization


Andrew Bowins
Senior VP, Corporate & Digital Communications
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Moderator: Tom O'Toole
Gorkana Group
Senior Business Development Manager
9:45 a.m. 10:30 a.m.

Measuring User Engagement in Social Media

Measuring engagement in social media is essential for brand growth and understanding what content is working and what is not. Engagement, defined as the number of people who have interacted with your brand via social media, leads to outcomes. It can convert a user to a consumer, and a consumer into an advocate. This discussion will explore how to track user engagement on social media and what you should include in your engagement reports.

You’ll learn how to:

  • Use metrics to identify and focus on social media platforms that are most relevant to your audience
  • Determine what is active versus passive engagement and how each can be leveraged to enhance your brand
  • Measure different kinds of social media content
  • Use online social media analytics tools to measure the information that you need and avoid capturing metrics that are of no use to you
  • Write measurement reports that can serve as a guide to the type of content you should be generating
  • Select tools to manage your data


Sebastien Duchamp
Director, Digital Communications & Media Relations
Marcia DiStaso, Ph.D.
Assistant Professor of Public Relations, College of Communications
Pennsylvania State University
10:30 a.m. 10:45 a.m.

Networking Break

10:45 a.m. 11:30 a.m.

What Your Measurement Dashboard Should Look Like

Measuring the effectiveness of a PR campaign incorporates a number of variables, including the activities communicators engage in, the content being shared, the impact of those efforts and whether the effort has led to increased sales or brand awareness. The challenge comes from managing all that data in a way that informs decisions and keeps your brand aligned with its goals. This session will provide insight into tailoring your measurement dashboard to your situation, taking into account company size, budget, objective and KPIs.

You’ll learn how to:

  • Identify metrics that are relevant to your PR campaigns
  • Learn the KPIs that matter most to management
  • Select the metrics that will mean the most to you over time
  • Establish baselines and set targets that are in line with your company goals
  • Create a measurement scorecard that translates dashboard output into easily digestible information
  • Use the dashboard to manage expectations


Allyson Hugley
EVP, Measurement, Analytics and Insights
Weber Shandwick
Dwayne Roark
Director, Global Business Communications
The Dow Chemical Company
Katie Paine
Measurement Consultant
Paine Publishing, LLC
11:30 a.m. 11:45 a.m.

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

Stephanie Schierholz will discuss how Raytheon uses paid Twitter promotions to amplify feature stories it develops in support of key business pursuits. The case study will examine how Raytheon structured, executed and evaluated the effectiveness of a specific promoted Twitter campaign.

In this session, you’ll learn how to:

  • Identify metrics that align to specific goals
  • Use measurements to assess the effectiveness of a campaign and make adjustments along the way
  • Choose and use tools to measure process toward your objectives


Stephanie L. Schierholz
Manager of Digital and Social Media Marketing
O'Toole_Tom copy
Moderator: Tom O'Toole
Gorkana Group
Senior Business Development Manager
11:45 a.m. 12:00 p.m.

Networking Break

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

Lunch: Keynote Presentation: The Path to Being Brilliant in Business

When the going gets tough, what do “the tough” (self-made Americans) do different from the rest of us? To answer this, Lewis Schiff, entrepreneur and author of Business Brilliant: Surprising Lessons from the Greatest Self-Made Business Icons, surveyed 800 household decision makers—50% representing high-net-worth and ultra-high-net-worth households. Through this research, Schiff discovered the building blocks to a behavior pattern that he called “Business Brilliance.” Be ready to have your own business-building practices compared with a benchmark defined by the wealthiest 10% of American households. During his keynote address, Schiff will show you a roadmap that reveals the most successful techniques for risk management, team building and decision making.


Lewis Schiff
Executive Director
Inc. Business Owners Council
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 share their insights on measurement and metrics and in public relations.

Hall of Fame Inductees:

Don Bartholomew

SVP, Digital & Social Media Research
Shannon A. Bowen
Associate Professor, Public Relations, School of Journalism and Mass Communications
University of South Carolina
Andrew Bowins
Senior VP, Corporate & Digital Communications
Pauline Draper-Watts
Executive Vice President, Global Lead, Measurement and Analytics
Edelman Berland
Angela C. Jeffrey, APR
Managing Director U.S.
Salience Insight
Andre Manning
Vice President, Corporate Communications
Royal Philips
1:30 p.m. 1:45 p.m.

Networking Break – Meet the Measurement Hall of Fame Inductees

1:45 p.m. 2:30 p.m.

Social Media ROI Mythbusting: What You Need to Do to Truly Prove Social’s Value

Social media practitioners are frequently called upon to prove the value of a company’s investment in social media because many executives don’t understand the medium, to say nothing of its metrics. If they cannot see a direct line between social media engagement and increased sales (or donations and increased membership, in the case of nonprofits and associations), they are likely to think resources are being wasted. This session will discuss how communicators can use metrics to justify an investment in social media.

You’ll learn how to:

  • Determine what ROI is and what it is not
  • Plug an analytics framework into your measurement that includes objectives, goals, metrics, and targets
  • Add depth to your measurement by including the reach of social media posts and how social traffic converts to your website
  • Work KPIs into your measurement strategy
  • Create a data report that proves your efforts are benefitting ROI for the organization
  • Refine your strategy when the data tells you you’re on the wrong track


Serena Ehrlich
Director of Social Media
Business Wire
Cheryl Reynolds
VP, Communications, Advertising and Brand Management
2:30 p.m. 2:45 p.m.

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

Every successful product launch or event starts with a strategic plan that includes the setting of goals, objectives and tactics. PR professionals aim to exceed these business objectives and media goals. Through non-traditional online and social media outreach tactics, you can increase awareness of your brand and build credibility within your organization. This credibility comes, in part, from effective measurement and reporting of those tactics.

During this session, Therese Van Ryne will share her team’s experience on:

  • How to set the right expectations
  • How to measure ROI
  • How to best report and leverage results


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Therese Van Ryne
Director of Communications for the Americas
Motorola Solutions
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Moderator: Tom O'Toole
Gorkana Group
Senior Business Development Manager
2:45 p.m. 3:15 p.m.

PR Measurement Clinic: Assessing the Success of a Communications Strategy

In this interactive session, you will work in small groups with fellow attendees and analyze a PR measurement dashboard to determine the success or failure of a given strategic communications plan. You will be provided with some key data measurements from a company’s PR campaign to evaluate. Select team leaders will then share their decisions and the reasons behind them with workshop leaders, as time allows in the session.

You’ll learn how to:

  • Look holistically at a set of data to understand the story it tells
  • Interpret measurement data to provide honest results
  • Identify next steps for a communications campaign based upon interpretation of tracking data


Carrie Schum
EVP, Strategic Planning, Analytics and Research
Porter Novelli
< Digimax U-CA 5, Kenox U-CA 5 / Kenox U-CA 50 >
Lawrence J. Parnell
Associate Professor and Program Director, Masters in Strategic PR
College of Professional Studies at the George Washington University
3:15 p.m. 3:30 p.m.

Networking Break

3:30 p.m. 4:15 p.m.

How to Tie PR to Sales

Data suggests that consumers engage sales contacts much later in the purchase process than ever before. This is due in part to a better-informed consumer who has the power of the Web and social media to educate and influence their decisions. PR messaging can be used to inform and influence consumers at virtually any state of the purchase process. This session will demonstrate how measurement can be used to link PR to sales, donations and membership and drive revenue and brand engagement.

You’ll learn how to:

  • Clearly define the role of PR in sales and other key organizational benchmarks versus that of other marketing disciplines
  • Put measures in place to track PR performance throughout a sales program
  • Use attitudinal and behavioral research to assess consumer reaction to PR programs
  • Apply qualitative and quantitative analysis of media coverage and correlate coverage to business outcomes
  • Apply statistical models to identify factors influencing sales
  • Open and maintain a dialogue between PR and sales to ensure a cohesive strategy


Angela C. Jeffrey, APR
Managing Director U.S.
Salience Insight
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Mark D. Stouse
VP, Global Connect
BMC Software
4:15 p.m. 4:30 p.m.

Ask the Measurement Hall of Fame Inductees: Your Must-Know Measurement Questions Answered

Our newly inducted members of the Measurement Hall of Fame will take a few minutes at the close of the day to answer your questions and help you on your way toward applying measurement to your PR efforts with clarity and confidence.