Pre-Conference Workshops

Pre-Conference Workshops  -  Sunday, September 18

9th Annual North American Summit on Measurement
Courtyard Philadelphia Downtown
21 N. Juniper Street – Philadelphia, PA


9:30 a.m. – 5 p.m. Sunday (Lunch included for those who register for this day-long workshop):

Public Relations Measurement Boot-Camp

An intensive, day-long workshop that begins with a morning dedicated to a basic introduction to public relations research, measurement and evaluation and an afternoon session that takes measurement to a higher level including hands-on experience with social and traditional media analysis plus an introduction to basic data analysis.

Workshop Faculty:

  • David M. Dozier, Ph.D., Professor, School of Journalism & Media Studies, San Diego State University;
  • David Geddes, Chair, IPR Commission on Public Relations Measurement & Evaluation;
  • Katie Paine, Founder & CEO, KDPaine & Partners;
  • Bradley Rawlins, Ph.D., Chair, Department of Communications, Brigham Young University;
  • Don W. Stacks, Ph.D., Associate Dean & Professor of Public Relations, School of Communication, University of Miami.

1 p.m. – 2:45 p.m. Sunday

The Latest in Social Media Measurement

This workshop is designed especially for those who want to gain a better understanding of how to effectively measure the impact new, web-based media and social networking concepts are having on public relations and communications. The strengths and limitations of various methodologies designed to measure social media will be explored along with case-study examples of what works and what doesn’t work in social media measurement.

Workshop Faculty:

  • Don Bartholomew, Vice President – Digital Research, Fleishman-Hillard.

1 p.m. – 2:45 p.m. Sunday

Standards for Communications Measurement

Although the importance of public relations research rarely is questioned, how it is applied has been controversial. Today, too many measurement and evaluation programs only deal with the outputs of public relations activity and fail to account for measuring specific communications and business objectives. Over the past year, there has been significant discussion about recommended measures for public relations. In spite of all the discussion, standard measures remain largely undefined have yet to be adopted. This session will present a recommended set of standard measures that can implemented for measuring the outcomes and outtakes of public relations activities. The session is based on a forthcoming paper by Dr. David Micahelson and Dr. Don W. Stacks entitled  ”Standardization in Public Relations Measurement and Evaluation”.

Workshop Faculty:

  • David Michaelson, Ph.D., President, David Michaelson & Company, LLC.
  • Don W. Stacks, Ph.D., Associate Dean & Professor of Public Relations, School of Communication, University of Miami

3:15 p.m. – 5 p.m. Sunday

How to Effectively Manage Communications Measurement Budgets

As measurement and evaluation increasingly become more important in public relations practice, many struggle with how to make the most effective use of measurement budgets. This workshop will examine and discuss how to be successful in managing both large and small research budgets. It also will address ideas and suggestions about what can be done in an attempt to argue for larger budgets for future research, measurement and evaluation projects.

Workshop Faculty:

  • Moderator: Donald K. Wright, Ph.D., Harold Burson Professor and Chair in Public Relations, College of Communication, Boston University;
  • Lou Williams, President & CEO, Louis Williams Company;
  • Pauline Draper-Watts, Senior Vice President, PRIME Research

3:15 p.m. – 5 p.m. Sunday

Goodbye Measurement, Hello Analytics: The Move to “Always On” Data for PR Decision-Makers

“We just finished this campaign, can you help me develop the metrics that prove our success?” As researchers, we’ve all been there to experience “after the fact” measurement requests that are all too common in public relations. Fortunately, the rise of digital and social media have created a golden opportunity to move measurement to the front of the bus – but we need to seize it with a new mindset and new behaviors. This workshop will focus on the big shift in time cycles, delivery methods and application needs for public relations research, as we embrace a more digital and social communications environment. The days of “quarterly media analyses” and “annual reputation surveys” are clearly numbered as clients and agencies need better data to make smarter decisions on a real-time basis – and as professionals need fresh perspectives and insights to navigate an ever-changing landscape. This will require a more holistic view of research tools, methods and channels than ever before. It will also require analysts that can adapt on the fly, deliver actionable insights quickly and enable new forms of PR experimentation.

Workshop Faculty:

  • Tim Marklein, Practice Leader, Technology & Analytics, WCG

Register Online

Download Registration Form

Dr. Don Wright, Director, IPR PRSA Summit on Measurement and
Harold Burson Professor and Chair in Public Relations, Boston University  (+1) 617-306-4006

Jenn Moyer, Foundation Operations Manager, Institute for Public Relations  (+1) 352-392-0280