Increase the value of your work to clients or your organization with measurement principles from the PRSA/AMEC Measurement Symposium , a special Sunday event on Oct. 14, from 8:30 a.m.–6 p.m., during the PRSA International Conference. Examine the Barcelona Principles with measurement experts from Starbucks, FedEx, Philips North America, Ketchum, Weber Shandwick, Waggener Edstrom Worldwide and more.

Save $50 on Symposium registration with code LD12 through Friday, Sept. 7.

The PRSA/AMEC Measurement Symposium, held on Oct. 14, is a one-day event to give PR practitioners a complete course on measurement and evaluation, as well as the tools they need to succeed.

Participation can be part of overall Conference registration, or you can purchase it separately.

As part of your registration for the stand-alone event, you also have the opportunity to attend the plenary Conference session that day featuring an array of speakers, as well as the opening party that night, which is a great networking opportunity.

Here are some details

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AMEC’s European Summit introduced a glossary of social media measurement terms and a proposed update to the public relations valid metrics framework. The current public relations valid metrics framework is included in the PRSA Business Case for Public Relations.

Many of the measurement presentations from the Summit, including David Rockland’s presentation “How to Be Compliant with the Barcelona Principles,” are now available on AMEC’s website.

The International Association for Measurement and Evaluation of Communication (AMEC) hosted the fourth European Summit on Measurement, where representatives from more than 30 countries gathered in Dublin, Ireland, on June 13-15 to debate competency standards for PR measurement professionals and for PR practitioners in general.

What do you need to know to be an expert in measurement and what do you need to know about measurement to be good at public relations?  This question stems from the Barcelona Principles.

Here are some of the qualifications under consideration:

• Knows quantitative and qualitative research techniques
• Writes clear goals and objectives
• Selects appropriate metrics for outputs, outcomes and business results
• Measures quality and does not rely on simple quantitative measure, such as clips and impressions, alone
• Understands the benefits of different media measurement techniques
• Has knowledge of different outcome measures
• Can create effective research proposal requests, follow vendor and tool selection best practices and develop research budgets
• Integrates analytics into communications efforts across channels
• Emphasizes transparency in all facets of research
• Measures traditional and social media consistently

Continue reading " Setting Standards: Measurement Qualifications for PR Pros "

Measurement & ROI online and on-demand training courses are included for free as part of PRSA membership.

While analytics is an old idea, it has a new significance in public relations. In the past 15 years, we’ve evolved from rudimentary clip books to building databases detailing media that we generate. We now have the data to really play in the world of ROI measurement.

In the last 15 years, we have evolved from making clip books with scissors and tape to building datasets about the quality and quantity of tour media placements. We now have the data to make an impact in the world of ROI measurement.

Continue reading " Making an Impact in the World of Public Relations ROI Measurement "

Measurement & ROI online and on-demand training courses are included in PRSA membership.

I left Jessica, our account executive, at the office and boarded a plane for Hong Kong to attend the first ever Asia-Pacific Summit on PR Measurement. Delegates from Singapore, Greater China, India, Australia and other countries gathered on Feb. 29-March 1 to expound on the outcomes of previous measurements summits in Lisbon and Barcelona and, ultimately, advance the Business Case for Public Relations.

When I returned, Jessica was curious about what I learned. “I know that the Barcelona Principles set basic standards for PR measurement, and the Lisbon Summit produced a road map for measurement going forward,” she said. “But what happened in Hong Kong?”

Continue reading " Moving Toward Social Media Measurement Standards: Key Metrics to Determine Whether Social Media Initiatives Are Working "

Join David Rockland for his online training session, “Demonstrating the Value of the Work You Do — Part 3,” on March 20, 2012 3–4 p.m. EST.  This public relations measurement training sesssion is free to PRSA members.  

Jessica was back. This time she brought her boss Alana, a vice president.

“We have a problem,” Jessica began. “We’ve convinced more clients to stop using AVEs, but they keep asking what to replace them with.”

“And now we are planning for one of our largest global accounts,” added Alana. “The client wants goals with specific key performance indicators and a measurement plan. But the work we do for them covers everything from employee engagement to public affairs to CSR to brand marketing. How do we decide what the right success factors or KPIs are?”

Continue reading " After AVEs: Valid Public Relations Measures "