AUGUST 15 – SEPTEMBER 19, 2018 6 LIVE AND/OR ON …apps.prsa.org/Learning/Documents/PRSA...

MEASUREMENT

A CERTIFICATE PROGRAM

AUGUST 15 – SEPTEMBER 19, 2018

6 LIVE AND/OR ON-DEMAND MODULES

AUGUST 15 – STEPMEBER 19, 2018 • WEDNESDAYS AT 3 P.M.

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will learn how to build research into the beginning of your communication planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.

Throughout the program, you’ll be learning skills you can start applying to your work immediately, resulting in a skills-based certificate of completion when you’re finished. The course involves a combination of presenters, with Angela Sinickas, ABC, IABC Fellow, providing the structure of the core curriculum. Each week, she will be joined by one or more experts in various aspects of the week’s topic who will present case studies of how they applied the concepts.

This brand-new professional development offering is designed as a live, online series of six modules and will launch on Aug. 15, airing each consecutive Wednesday from 3–4:30 p.m. EDT (Aug. 22, Aug. 29, Sept. 5, Sept. 12 and Sept. 19). All modules will be recorded so that participants can review them after the live airing. Additionally, participants who are PRSA members will be given access to PRSA’s Measurement and Analytics Community, an exclusive online forum offering private access and interactive dialogue with other members taking this course.

After successfully completing and passing a multiple-choice test at the end of the six-week program, registrants will be awarded a certificate of completion and digital badge for their LinkedIn profile and resume.

PROGRAM INFORMATION

6 LIVE AND/OR ON-DEMAND COURSES

1

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will learn how to build research into the beginning of your communications planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.

GUEST SPEAKER:Louis GreySenior Program Manager,Google AnalyticsGoogle

AUGUST 15 • 3–4:30 P.M. EDT USING RESEARCH BEFORE DEVELOPING COMMUNICATION PLANS

MODULE 1

GUEST SPEAKER:Autumn KimbleyCommunications Content Specialist, Internal CommunicationsAECOM

AUGUST 22 • 3–4:30 P.M. EDT EVALUATING THE SUCCESS OF MESSAGING/CAMPAIGNS

MODULE 2

GUEST SPEAKER:Allyson HugleyPresident, Measurement and AnalyticsWeber Shandwick

AUGUST 29 • 3–4:30 P.M. EDTEVALUATING THE SUCCESS OF CHANNELS

MODULE 3

GUEST SPEAKER:Pauline Draper-WattsExecutive Vice PresidentPractice Chair – MeasurementEdelman Intelligence

SEPTEMBER 5 • 3–4:30 P.M. EDT CONNECTING COMMUNICATION MEASURES TO BUSINESS RESULTS

MODULE 4

GUEST SPEAKER:Gini DietrichFounder and CEOArment Dietrich Inc.

SEPTEMBER 12 • 3–4:30 P.M. EDT IN-DEPTH MEASURES FOR SPECIFIC CHANNELS

MODULE 5

GUEST SPEAKER:Mary Elizabeth GermaineExecutive Vice President/Managing Director, Global Research & AnalyticsKetchum

SEPTEMBER 19 • 3–4:30 P.M. EDT BEST PRACTICES FOR RESEARCH METHODOLOGY

MODULE 6

MEASUREMENT

DATA

6 L I V E A N D / OR ON-DE M A N D MODU L E S

AUG 1 5 – S E P 1 9, 2 0 1 8

M E A SU R E M E N T A N D A NA LY T IC SC E R T I F I C AT E P R O G R A M




MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


This certificate program is designed for:• Manager- and senior-level PR and communication professionals who do not already specialize

in measurement or analytics.• Professionals who report on communication progress to their CEO/leadership.• Professionals/consultants who work on either internal/external communication or both.• Professionals responsible for developing strategic communication campaigns and/or who

manage communication channels. • Communication managers with at least five years of experience.

2

By the end of this certificate program, participants will be able to:• Use research to identify what success will look like before developing a communication plan.• Evaluate the success of messaging/campaigns.• Evaluate the success of channels.• Connect communication measures of effectiveness to business results, including being able to

calculate ROI.• Identify in-depth measures for specific channels, such as earned media, emails, websites and

social media.• Implement best practices for conducting research methodologies like surveys and focus groups,

and for interpreting and reporting your findings.

OBJECTIVES

WHO SHOULD ENROLL

“ For communication to be seen as a credible management function that adds value to an

organization, we need to be able to demonstrate how our work contributes to desirable business

outcomes. When we use research to support our strategic recommendations, we are more likely

to see those recommendations approved. When we use measurement to demonstrate how our

work helped achieve business results, we are more likely to be given more resources — staff and

budget — to do even more of the same. The language of data is the one executives understand

best. This certificate course will provide a crash course on how to speak that language so we will

be better heard by our leadership teams.”

~ Angela Sinickas,

ABC, IABC Fellow, CEO, Sinickas Communications Inc.

PROGRAM DESIGN




MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


MODULE SPEAKER/MODERATOR

GUEST SPEAKER

DATE & TIME

1

Using Research Before DevelopingCommunication Plans

ANGELA SINICKAS, ABC, IABC Fellow, Member of IPR MeasurementCommissionCEO, Sinickas Communications Inc.

LOUIS GREY, Senior Program ManagerGoogle AnalyticsGoogle

August 153–4:30 P.M. EDT

2

Evaluating The Success Of Messaging/Campaigns


AUTUMN KIMBLEY, Communications Content Specialist,Internal CommunicationsAECOM


3

Evaluating The Success Of Channels


ALLYSON HUGLEY, President, Measurement and AnalyticsWeber Shandwick


4

Connecting Communication MeasuresTo Business Results


PAULINE DRAPER-WATTS, Executive Vice PresidentPractice Chair – MeasurementEdelman Intelligence

September 53–4:30 P.M. EDT

5

In-Depth Measures For Specific Channels


GINI DIETRICH, Founder and CEOArment Dietrich Inc.


6

Best Practices For Research Methodology


MARY ELIZABETH GERMAINE, Executive Vice President/ManagingDirector, Global Research & AnalyticsKetchum


3

SCHEDULE




MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


4

LIVE/ON-DEMAND MODULES

AUGUST 15 • 3–4:30 P.M. EDT

USING RESEARCH BEFORE DEVELOPING COMMUNICATION PLANS

Too often, measurement is considered at the end of what we think was a successful campaign or project. However, in order to make sure the project plan addressed the right messages and used the right channels, research needs to precede planning. This module will cover different ways you can incorporate audience research into developing a plan that will be more likely to help achieve your organization’s goals.

By the end of this module, participants will be able to:• Apply available research/measurement models and resources: Barcelona Measurement Principles, IPR’s

outputs/outtakes/outcomes and CIPR’s Internal Communication Measurement Matrix.• Identify what success will look like before developing a plan: what stakeholder behaviors need to change

and use that as the framework for researching the best messages and channels to achieve those outcomes. • Define primary research and understand examples of how pre-planning research changed different

organizations’ original communication plans.• Define secondary research and become familiar with some major studies that offer data communicators

can use, such as the Edelman Trust Barometer and the Willis Towers Watson Change and Communication ROI Study.

• Implement best practices for conducting research methodologies like surveys and focus groups, and for interpreting and reporting your findings.

Angela Sinickas, ABC, IABC FellowMember of IPR Measurement CommissionCEO, Sinickas Communications Inc.

Louis GreySenior Program ManagerGoogle AnalyticsGoogle

SPEAKER CASE STUDY SPEAKERSPEAKER/MODERATOR GUEST SPEAKER




MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


5

EVALUATING THE SUCCESS OF MESSAGING/CAMPAIGNS



Messages don’t exist in a vacuum; they are carried through the channels we choose for them. However, there are ways to measure how well the messages are getting through to our stakeholders regardless of their distribution medium. We can track the quality and quantity of content we generate, and we can measure to what extent those messages were seen, read, understood, believed and accepted by our audiences. In this module, participants will learn a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones.

By the end of this module, participants will be able to:• Use observational metrics, including content analysis and readability statistics.• Demonstrate understanding of qualitative research through talking to stakeholders in interviews, focus

groups and online discussion forums about the topics being communicated.• Demonstrate understanding of quantitative survey research on message effectiveness through interest and

information levels on topics - current and preferred channels - and actual knowledge


Autumn KimbleyCommunications Content Specialist, Internal CommunicationsAECOM





MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


6


EVALUATING THE SUCCESS OF CHANNELS


Channels don’t exist in a vacuum either; they’re loaded with message content. However, there are ways to measure how effective the channels themselves are overall with your target audiences. We can track how many people have access to those channels, or find them useful or easy to use. We can identify what types of topics they prefer finding through various channels. Module 3 will cover a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones.

By the end of this module, participants will be able to:• Identify observational metrics including that of passive online usage statistics for digital channels and

proactive tracking of desired usage for websites and online publications.• Develop questions to use in qualitative research for talking to stakeholders in interviews, focus groups and

online discussion forums about channels.• Apply quantitative survey research to analyze access to channels, usefulness of channels, preferred

frequency of channels, consumption of channel content, relationship of channels to desired outcomes and face-to-face communication metrics.


Allyson HugleyPresident, Measurement and AnalyticsWeber Shandwick





MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


7


SEPTEMBER 5 • 3–4:30 P.M. EDT

CONNECTING COMMUNICATION MEASURES TO BUSINESS RESULTS

Measuring messages and channels is an invaluable way to keep improving the quality of our work. However, executives often ask if the work we do is helping them achieve bottom-line results for our organizations. They want to see the connection between the communication we are doing and how that has changed the way employees work and the way customers and other publics interact with our organizations. Module 4 will demonstrate ways to either correlate our work with business outcomes or prove a direct cause-and-effect relationship that allows us to talk about credible returns on investment as other business functions do.

By the end of this module, participants will be able to:• Connect communication to stakeholder outcomes: knowledge, attitudes and behaviors.• Define the formula for calculating incremental ROI on a specific communication campaign or channel.• Describe several ways of isolating communication’s contribution to behavior changes resulting in improved

business results: timing, pilot studies (intentional and accidental), survey questions and correlations between survey results and business results.


Pauline Draper-WattsExecutive Vice PresidentPractice Chair – MeasurementEdelman Intelligence





MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


8


IN-DEPTH MEASURES FOR SPECIFIC CHANNELS


This module will focus primarily on measuring earned media and earned social, two channels that offer unique opportunities for measurement. Participants will hear examples of how the most meaningful metrics to track can be consolidated into a scorecard that helps communicators keep their eyes on the key analytics and share the results with executives.

By the end of this module, participants will be able to:• Explain why Advertising Value Equivalency (AVE) is not a meaningful measure of PR effectiveness for

earned media• Discuss which of a variety of quantitative measures for earned media are most meaningful in different

situations: impressions, reach, share of voice, etc.• Discuss the relative importance of various social metrics, such as likes, shares, conversation ratios, etc.• Interpret the results of sentiment analysis of social media conversations.• Develop and use dashboards of key earned media metrics.


Gini DietrichFounder and CEOArment Dietrich Inc.





MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


9


BEST PRACTICES FOR RESEARCH METHODOLOGY


Mary Elizabeth GermaineExecutive Vice President/Managing Director, Global Research & AnalyticsKetchum


All the preceding modules focus primarily on the “what” to measure. Many of the case studies included use a variety of research and measurement techniques. This final module provides best practices to follow and pitfalls to avoid when using the most common research methods — the “how” of evaluating success. The two methodologies we’ll be covering will be focus groups and surveys.

By the end of this module, participants will be able to:• Identify how many focus groups and interviews might be needed for a useful qualitative research project,

and the pros and cons of different selection methods.• Practice techniques in facilitating focus groups, such as setting expectations, developing open-ended

questions, encouraging quiet participants, taking notes in a way that results in easier analysis, and presenting qualitative results visually.

• Determine when to survey everyone in your audience or a random sample, and being able to understand what the resulting margin will mean in interpreting results.

• Write more effective survey questions that avoid the most common mistakes made in wording and use of response scales.

• Analyze data by simplifying and consolidating to find the stories behind the numbers.• Present survey data in visually understandable ways.





MODULE 1



MODULE 2



MODULE 3



MODULE 4



MODULE 5



MODULE 6

MEASUREMENT

DATA


AUG 1 5 – S E P 1 9, 2 0 1 8


LEARN AS A GROUPSpecial rates are available for groups of five or more. Please contact PRSA for more details.

PRSA MEMBER RATES*

Early Bird Rate (before July 18) $1, 295Regular Rate (after July 18) $1,495

NONMEMBER RATE

$1,795

*Global Alliance members qualify for the PRSA Member Rate.

CANCELLATIONS/REFUND POLICYRefund of the Measurement & Analytics Certificate Program fee, less an administrative fee of $100, will be made if written notice of cancellation is postmarked no later than August 1, 2018. Registrants whose cancellation requests are postmarked after August 1, 2018, will not be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Measurement and Analytics Certificate Program, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by August 1, 2018, if another person will be attending the Certificate Program in your place. For substitution, nonmembers must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

DETAILS & PRICING

10

APR MAINTENANCE CREDITParticipants earn 1.0 APR Maintenance Credit for each completed session of this course, for a total of 6.0 APR Maintenance credits.

FOR MORE INFORMATION & TO REGISTER Visit bit.ly/prsamacp

CONTACTColleen Seaver - Manager, Professional Development(212) 460-1480 • [email protected]

120 Wall St., F

loor 21N

ew York, N

Y 10005

AUGUST 15 – SEPTEMBER 19, 2018 6 LIVE AND/OR ON …apps.prsa.org/Learning/Documents/PRSA...

Documents

Transcript of AUGUST 15 – SEPTEMBER 19, 2018 6 LIVE AND/OR ON …apps.prsa.org/Learning/Documents/PRSA...