Tagged as: Measurement

But it’s not enough anymore to just tie results to the bottom line. Instead, communicators like you now must also provide research and measurement that address C-suite hot buttons like issues management—especially if you are to help inform, guide and even drive key business decisions. That’s next-level, strategic measurement—and it’s the key to increasing PR’s role and respect in the C-suite.[/vc_column_text][vc_empty_space height="20px"][vc_row_inner][vc_column_inner][vc_column_text]In one compact, fast-paced webinar, you’ll learn which tools, KPIs and methodologies are the most productive ways to track, measure and present PR success—and exactly which data points CMOs and CCOs now expect to see in your reports. You’ll come away with checklists, tips, new C-Suite Success Metrics and—best of all—practical advice for using research to project reputation, improve business results … and increase your budget, prominence and career opportunities.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]" ["post_title"]=> string(81) "How corporate communications can use measurement to increase influence and impact" ["post_excerpt"]=> string(344) "CCOs and CMOs are demanding greater accountability for PR efforts—but it’s hard to know exactly what metrics most impress them. The same goes for savvy marketing managers. Some demand metrics showing how your efforts increase leads. Others want data showing that you drive sales, boost traffic, generate customer wins and even reduce costs." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(6) "closed" ["post_password"]=> string(0) "" ["post_name"]=> string(81) "how-corporate-communications-can-use-measurement-to-increase-influence-and-impact" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2015-11-05 02:57:49" ["post_modified_gmt"]=> string(19) "2015-11-05 08:57:49" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(53) "http://pru.prdaily.com/?post_type=webinars&p=776" ["menu_order"]=> int(0) ["post_type"]=> string(8) "webinars" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" } [4]=> object(WP_Post)#1730 (24) { ["ID"]=> int(3082) ["post_author"]=> string(2) "42" ["post_date"]=> string(19) "2009-01-26 14:05:16" ["post_date_gmt"]=> string(19) "2009-01-26 20:05:16" ["post_content"]=> string(5644) "We know: The Execs wants to know how your program is impacting the bottom line. Your boss is demanding more accountability. So how valuable would it be to end the ROI debate at your company by learning the latest methods for tying your efforts directly to corporate objectives? If you’re ready to discover how to turn PR, content and social media outputs into lead generating channels—and the best KPIs, dashboards, tracking tools and measurement tricks for proving your efforts move the needle, then this is one session you can’t afford to miss.
  Noon–1 p.m. Central time Session 1: Measurement strategy Create a killer measurement plan: Powerful principles for traditional PR What are the measurement principles and best practices that ensure you’re successfully tracking PR results? What does an effective measurement plan look like and how can you create one quickly? What outputs, outtakes and outcomes must you measure—and how can you tie them to the bottom line? How should you set measurable objectives and goals before every campaign? Learn the answers and more in this PR measurement session. You’ll learn:
  • How to create a foolproof measurement plan. Learn to develop a step-by-step methodology and table of contents for your own plan
  • The new pillars of PR measurement—a Barcelona Principles update—and how these pillars should inform the way you think about measurement
  • Senior executive hot buttons: what they see as most important now
  • Measurement matrix: How to set realistic objectives for your campaigns—and how to tie them back to company business objectives
  • Tools to use: How to choose the right free and paid measurement software applications
  • How to make measurement as much about predicting future performance as determining results to date
  • Dashboard essentials: How best to present results and frame them in financial terms that impress execs—including the best dashboard tools to use
David Rockland is the primary author of measurement touchstone “The Barcelona Principles” and CEO of Ketchum Global Research & Analytics   1:15–2:15 p.m. Central time Session 2: Social media measurement Advanced social media measurement: How to best measure social media results What social media key performance indicators should you track? How can you design a successful social media program? What tools make the job easier? You’ll explore these issues with a social media measurement expert who will show you how to define bottom-line social media objectives from the start, and how to analyze the results of any online program or initiative. In addition to practical checklists, timely tips, new metrics and a clear method for measuring your next social media campaign, you’ll learn:
  • What chief marketing officers see as most important in social media—from engagement metrics to clickthroughs and lead generation
  • How to incorporate social media measurement into traditional measurement programs
  • Social media measurement matrix: How to set realistic goals for social media campaigns—and how to tie the results back to company business objectives
  • All about social media dashboards and tools—from essential hardware and software to key performance indicators
  • New metrics: The latest ways to measure the effectiveness and prove the value to top management
  • What’s next: New trends influencing social media measurement, including the latest developments in mobile measurement
Katie Paine is the author of “Measure What Matters” and the founder of Paine Publishing.
  2:30–3:30 p.m. Central time Session 3 – Real world applications Lessons from the front lines: How to Measure ROI, ROE and R-Oh-My! Now you know the basics. Here’s what it looks like in the real world—with best practices, case studies and examples from Danielle Brigida at the U.S. Fish & Wildlife Service. This frontline practitioner will tie together everything you’ve learned so far, and what it looks like within a real organization with limited resources and staff. She’ll share her team’s own measurement plan, tools and takeaways. You’ll hear detailed information on how to best measure ROI and what some call ROE within your measurement program. You'll Learn:
  • How to learn from your community to ensure you’re providing the most valuable content
  • How to add value to active conversations and react on the fly
  • How to separate quantitative and qualitative metrics—volume vs. quality—to get a complete picture of how social media posts are performing
  • How to develop formulas and templates to save time while producing meaningful content
  • How to understand the difference between reach vs. engagement
  • How qualitative data can be a useful tool in demonstrating the power of social media
Danielle Brigida leads the national social media strategy at the U.S. Fish & Wildlife Service" ["post_title"]=> string(75) "Measurement Demystified: How to Prove Value and Show ROI for Communications" ["post_excerpt"]=> string(274) "If you’re ready to discover how to turn PR, content and social media outputs into lead generating channels—and the best KPIs, dashboards, tracking tools and measurement tricks for proving your efforts move the needle, then this is one session you can’t afford to miss." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(6) "closed" ["ping_status"]=> string(6) "closed" ["post_password"]=> string(0) "" ["post_name"]=> string(74) "measurement-demystified-how-to-prove-value-and-show-roi-for-communications" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2017-06-01 14:16:00" ["post_modified_gmt"]=> string(19) "2017-06-01 19:16:00" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(54) "http://pr-university.com/?post_type=events&p=3082" ["menu_order"]=> int(0) ["post_type"]=> string(6) "events" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" } } ["post_count"]=> int(5) ["current_post"]=> int(-1) ["in_the_loop"]=> bool(false) ["post"]=> object(WP_Post)#1449 (24) { ["ID"]=> int(3026) ["post_author"]=> string(3) "117" ["post_date"]=> string(19) "2017-03-21 11:22:52" ["post_date_gmt"]=> string(19) "2017-03-21 16:22:52" ["post_content"]=> string(2756) "Uncover the power of Google Analytics and master best practices in modern search engine optimization (SEO) in this one-of-a-kind virtual summit. PR pros are increasingly tasked with showing tangible results for their efforts—and effective PR campaigns start with meaningful data used right from the outset. Learn how to become more strategic, understand relevant metrics, use data to your advantage and master SEO to drive exposure. Session One - Powering your Campaigns from Start to Finish Reliable data is vital to showing solid results for communication efforts. How can communicators uncover relevant research, set a measurement foundation and successfully benchmark their work? In this talk, Googler Louis Gray will explain how external communicators can become more strategic, understand relevant metrics and use data effectively. In this workshop, you will learn how to:
  • Use Google Analytics data to uncover the content that drives traffic
  • Establish effective goals, metrics and targets for your campaigns
  • Find measurement data you can use to improve your brand's reach
  • Generate reports that accurately and powerfully track your progress
  • Craft visually appealing dashboards that will turn executives' heads
Louis Gray is the advocacy team lead for Google Analytics.   Session Two - SEO for Communicators This virtual class will discuss the fundamentals of search engine optimization in language and examples tailored for communicators—public relations professionals, copywriters, marketers, etc. You will learn to see the message as a search engine "robot" might see it. Then you’ll see how to craft your message in a way that will ensure that the machines understand it the same way the human audience will. You’ll also look at methods for selecting which words and phrases to target to achieve your desired results, and examine when it’s appropriate to use SEO to inform the content vs. letting the business case or the campaign override keyword considerations. In this workshop, you will learn how to:
  • Understand the fundamentals of SEO
  • Understand the SEO value of press releases and how to write them to comply with search engine guidelines
  • Determine when to use a wire service to distribute press releases vs. when to directly pitch a media outlet
  • Understand how search engines decide what is "duplicate content" and how that can negatively affect SEO efforts
Carolyn Shelby is director of search engine optimization at tronc, Inc." ["post_title"]=> string(88) "Google for Communicators Virtual Summit: Expert led training in SEO and Google Analytics" ["post_excerpt"]=> string(400) "Uncover the power of Google Analytics and master modern SEO best practices in this one-of-a-kind virtual summit. PR pros are increasingly tasked with showing tangible results for their efforts—and effective PR campaigns start with meaningful data used right from the start. Learn to become more strategic, understand relevant metrics and use data to your advantage and master SEO to drive exposure." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(6) "closed" ["ping_status"]=> string(6) "closed" ["post_password"]=> string(0) "" ["post_name"]=> string(76) "google-communicators-virtual-summit-expert-led-training-seo-google-analytics" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2017-03-29 10:14:07" ["post_modified_gmt"]=> string(19) "2017-03-29 15:14:07" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(54) "http://pr-university.com/?post_type=events&p=3026" ["menu_order"]=> int(0) ["post_type"]=> string(8) "webinars" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" } ["comment_count"]=> int(0) ["current_comment"]=> int(-1) ["found_posts"]=> string(1) "5" ["max_num_pages"]=> float(1) ["max_num_comment_pages"]=> int(0) ["is_single"]=> bool(false) ["is_preview"]=> bool(false) ["is_page"]=> bool(false) ["is_archive"]=> bool(true) ["is_date"]=> bool(false) ["is_year"]=> bool(false) ["is_month"]=> bool(false) ["is_day"]=> bool(false) ["is_time"]=> bool(false) ["is_author"]=> bool(false) ["is_category"]=> bool(false) ["is_tag"]=> bool(true) ["is_tax"]=> bool(false) ["is_search"]=> bool(false) ["is_feed"]=> bool(false) ["is_comment_feed"]=> bool(false) ["is_trackback"]=> bool(false) ["is_home"]=> bool(false) ["is_404"]=> bool(false) ["is_embed"]=> bool(false) ["is_paged"]=> bool(false) ["is_admin"]=> bool(false) ["is_attachment"]=> bool(false) ["is_singular"]=> bool(false) ["is_robots"]=> bool(false) ["is_posts_page"]=> bool(false) ["is_post_type_archive"]=> bool(false) ["query_vars_hash":"WP_Query":private]=> string(32) "0b7fa917dceb469868b41287ff1afb08" ["query_vars_changed":"WP_Query":private]=> bool(true) ["thumbnails_cached"]=> bool(false) ["stopwords":"WP_Query":private]=> NULL ["compat_fields":"WP_Query":private]=> array(2) { [0]=> string(15) "query_vars_hash" [1]=> string(18) "query_vars_changed" } ["compat_methods":"WP_Query":private]=> array(2) { [0]=> string(16) "init_query_flags" [1]=> string(15) "parse_tax_query" } } -->
Search Engine Optimization (SEO)

Google for Communicators Virtual Summit: Expert led training in SEO and Google Analytics

Uncover the power of Google Analytics and master modern SEO best practices in this one-of-a-kind virtual summit. PR pros are increasingly tasked with showing tangible results for their efforts—and effective PR campaigns start with meaningful data used right from the start. Learn to become more strategic, understand relevant metrics and use data to your advantage and master SEO to drive exposure.

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Measurement

How corporate communications can use measurement to increase influence and impact

CCOs and CMOs are demanding greater accountability for PR efforts—but it’s hard to know exactly what metrics most impress them. The same goes for savvy marketing managers. Some demand metrics showing how your efforts increase leads. Others want data showing that you drive sales, boost traffic, generate customer wins and even reduce costs.

View Webinar

Measurement

Measurement Demystified: How to Prove Value and Show ROI for Communications

If you’re ready to discover how to turn PR, content and social media outputs into lead generating channels—and the best KPIs, dashboards, tracking tools and measurement tricks for proving your efforts move the needle, then this is one session you can’t afford to miss.

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