8th Annual Summit on Measurement - Program Content
Wednesday, October 14 --
The following pre-conference workshops are being made available at no additional charge for those who register for the Summit on Measurement.
10 a.m. - 12:30 p.m. Measurement 101 Workshop
The Summit's traditional pre-conference workshop involves a basic introduction to public relations research and measurement. 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 be taken to the next level in research, measurement and evaluation. Session leaders are Dr. David Geddes, Senior Vice President & Partner, 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. 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. Session leaders are Tim Marklein, Executive Vice President, Measurement and Strategy, Weber Shandwick and Angela Jeffrey, Vice President, Editorial Research, VMS.
1:30 - 3 p.m. Planning, Developing and Executing Effective Online Surveys
This session is designed especially for online survey novices who want to learn how to conduct online surveys. Session 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. 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 in 2009 for this informal, conversational session where attendees can talk about research, measurement and evaluation with two of the world’s most noted public relations research experts. Session leaders are Dr. James E. Grunig, Professor Emeritus and Dr. Larissa A. Grunig, Professor Emerita, Department of Communication, University of Maryland.
| 6 p.m. until 7:30 p.m. -- | Summit on Measurement Opening Night Networking Reception Sheraton Portsmouth Harborside Hotel Sponsored by TNS |
Thursday, October 15
| 7:30 a.m. | Networking Breakfast |
| 8:30 a.m. | Welcome and Introductions |
| 8:40 a.m. | Why Measurement Matters to Shell Tracy S. Faulkner, Vice President, Communications, Shell Oil Company Carol M. Gstalder, Senior Vice President, Business & Industrial Sector Leader, Harris Interactive |
| 9:45 a.m. | Networking Break |
| 10:15 a.m. | An In-Depth Look at the Strengths and Weaknesses of Advertising Value Equivalency: A Panel Discussion Dr. David Rockland, Partner and Managing Director, Global Research and Stromberg Consulting, Ketchum Dr. David Michaelson, President, Echo Research Ltd. Angela Jeffrey, Vice President, Editorial Research, VMS Richard Bagnall, Managing Director, Metrica Moderator: Dr. Donald K. Wright, Professor of Public Relations, Boston University |
| 12 Noon | Jack Felton Golden Ruler Awards Luncheon Sponsored by RF|Binder Partners |
| 2:00 p.m. | How FedEx Effectively Used Measurement to Drive Communications Strategy William G. Margaritis, Senior Vice Presiden - Worldwide Communications and Investor Relations, FedEx Corporation and Dr. David Rockland, Partner and Managing Director, Global Research & Interactive Communications, Ketchum |
| 3:30 p.m. | Networking Break |
| 3:45 p.m. | Measuring the Impact of Earned Online Media on Business Outcomes: A Methodological Approach Seth Duncan, Research Manager, Context Analytics |
| 5 p.m. | Break |
| 6 p.m. | The Annual Summit on Measurement Lobster Fest At Katie Paine's Shankhassic Farm (Meet in Lobby of Sheraton at 5:30 p.m. for transportation) |
Friday, October 16
| 7:45 a.m. | Networking Breakfast |
| 8:45 a.m. | Building a Research-Centered Communications Program from the Ground Up Mark R. Phillips, Vice President, Communications, USO |
| 9:45 a.m. | Networking Break |
| 10:15 a.m. | A Look at What's Really Happening With Social Media Measurement Danielle Brigida, Social Media and Outreach Coordinator, National Wildlife Federation Kathy Collins, Senior Vice President, Employee Research, TNS-Global; former Director of Communication Research, General Motors Brandy King, Senior Communications Manager, Southwest Airlines Moderator: Katherine D. Paine, CEO, KDPaine & Partners |
| 12 Noon | Adjournment and Departure |
