Our popular Pre-Conference Workshops return again in 2009 with a full-day planned for Wednesday, October 14. Morning workshops will take place from 10 a.m. until 12:30. Following a networking lunch, a series of afternoon workshops will be available between 1:30 p.m. and 5 p.m. Unlike past years, there is no additional charge for attending the pre-conference workshops. This year they are being made available to everyone who registers for the Summit on Measurement.

10 a.m. - 12:30 p.m. Measurement 101 Workshop
The Summit's traditional pre-conference workshop involves an introduction to public relations research and measurement that includes a look at the various elements of the research process and contains introductory-level instruction on survey, descriptive and analytical research. Session leaders are Katherine D. Paine, CEO, KDPaine & Partners and Dr. Don W. Stacks, Professor of Public Relations, School of Communication, University of Miami.

10 a.m. - 12:30 p.m. Measurement 201 Workshop
In this more advanced workshop on public relations research and measurement (designed for graduates of Measurement 101), participants will learn specific guidelines and approaches for collecting data that informs public relations strategy and measures its impact. Using case studies to show how research can be used for formative and evaluative purposes, this workshop will focus on using qualitative and quantitative methods for collecting useful data. Session leaders are Dr. David Geddes, Senior Vice President, Partner and Director of Research, Fleishman-Hillard and Dr. Bradley L. Rawlins, Chair, Department of Communications, Brigham Young University.

12:30 p.m. Networking Lunch

1:30 - 4 p.m. Measurement 301 Pre-Conference Workshop
A more advanced workshop on public relations research and measurement is being offered at the request of Summit on Measurement attendees who want more advanced instruction in research, measurement and evaluation. This workshop will explore some of the Measurement 101 and 201 topics in greater depth and detail as well as sampling plus descriptive and inferential statistical reasoning. It also will cover writing and evaluating, evaluating requests for research proposals and writing and presenting the final research report. This session will be extremely overactive and participants will be able to ask any questions they want to ask about communications research, measurement and evaluation. Session leaders are Dr. David Michaelson, President, Echo Research; Dr. Don W. Stacks, Professor of Public Relations, School of Communication, University of Miami and Dr. David M. Dozier, Professor, School of Journalism and Media Studies, San Diego State University.

1:30 - 3 p.m. Integrating Measurement and Measuring Integration
This session focuses on the current changing media landscape, overlapping audiences and the merging of communication and marketing functions coupled with the reality that business leaders now demand better metrics and intelligence to help make sense of it all. This workshop will uncover new research and technologies to help today's public relations leaders navigate the new landscape. The following will be discussed: how to measure "inline" across traditional and social media; how to better link marketing and communication measures; what "sources" to tap for a more holistic view of performance; what is the impact of news coverage on business outcomes; what is the impact of news on paid advertising effectiveness; how to compare paid media and earned media messaging; how word-of-mouth and advocacy are changing communications; why marketing's assumptions about influence patterns fall short; why "share of discussion" and other benchmarks are critical; and how to demonstrate correlation - without a math or statistics degree. Session leaders are Tim Marklein, Executive Vice President, Measurement and Strategy, Weber Shandwick and Angela Jeffrey, Vice President, Editorial Resech, VMS.

1:30 - 3 p.m. Planning, Developing and Executing Effective Online Surveys
It's an understatement to say the ability to gather information through online surveys has dramatically changed research, measurement and evaluation in communications and public relations. With the advantage of a variety of user-friendly, online survey software options, it is now possible to conduct survey research in a fraction of the time, and at a fraction of the cost, that once was the case. This workshop is designed especially for online survey novices and will cover topics such as defining the survey's purpose, establishing an online survey budget, questionnaire design and construction, appropriate question wording, selecting appropriate question formats, organizing questions into logical groups, making online surveys look attractive and the advantages and disadvantages of various closed-ended and open-ended questions. Time also will be devoted to data analysis as well as writing and presenting research reports. Survey leaders are Dr. Donald K. Wright, Professor of Public Relations, College of Communication, Boston University and Michelle Hinson, Director of Development, Institute for Public Relations.

3:30 - 5 p.m. Social Media Measurement: Tips and Tactics
This hands-on workshop focuses on the challenges presented to measurement by the social media revolution today as customers, employees, neighbors and investors are carrying on conversations about your organization everywhere you turn. People are posting videos to YouTube, sharing photos on Facebook and sharing complaints in blogs. All these conversations can have huge repercussions for an organization's reputation. Without constant monitoring and analysis, a minor complaint can turn into a major firestorm in a matter of hours. This session will explain not only how to monitor an organization's reputation in the social media, but also will help you understand how to interpret data so you will know what to do about it. The session will explain how you can better understand the impact that social media is having on your web traffic, your sales, membership in your organization or donations. We will also cover not just where and how people are sharing information about you but why, and what you need to do to join the conversations. Session leader is Katherine D. Paine, CEO, KDPaine & Partners.

3:30 - 5 p.m. A Conversation With Dr. Jim Grunig and Dr. Lauri Grunig
Following the success of this session at last year's 6th Annual Summit on Measurement, we're delighted to have Jim and Lauri Grunig back again with us in Portsmouth in 2009. This workshop will have an informal, conversational format where attendees can talk about research, measurement and evaluation with two of the world's most noted public relations research experts. Discussions will focus not only on academic or scholarly research but also on practical implications such as what the Grunig's reported in their many books, monographs and articles, especially the noted IABC "Excellence Project." Session leaders are Dr. James E. Grunig, Professor Emeritus and Dr. Larissa A. Grunig, Professor Emerita , Department of Communication, University of Maryland.