Mastering Measurement for More Effective Communications

Advanced
 

Summary
Media analysis and research is increasingly seen as a strategic tool to: create more effective communications; demonstrate accountability; and manage performance and resources. Good measurement is a strategic and tactical business decision support tool. Interactive and practically focused, the workshop is led by two highly experienced measurement practitioners from The Measurement Practice, who will provide an overview of how measurement supports key business functions, and cover the basic principles of best practice in measurement.

How attendees will benefit
This workshop is designed to enable attendees to cut through the complex and often jargon-riddled world of communications measurement and understand how it can deliver better and more impactful communications.
It will enable communications leaders to demonstrate their contribution to the business.

Who should attend
Thos involved in strategic planning who seek to improve ROI and resource allocation and leaders who want to align PR and communication activities with broader business objectives and KPIs

What attendees will learn
Understanding the basic principles of measurement
How to embed measurement into the business
Understand and use key concepts and vocabulary of measurement
Ability to demonstrate the value of PR within the broader business context
Engage with other business functions
Improved planning, campaign management and ROI What delegates learn
How to set measurement programme goals Barcelona Principles – replacing AVE to demonstrate PR value Linking PR activities to business metrics and data Aligning PR metrics to business KPIs
Using measurement to demonstrate business leadership and accountability

Delegate instructions
No pre-work for this course