We have more measurement tools than ever before; so many, that we don’t know what to do with most of them. And no matter how good a tool is, you still need smart people using it in a smart way, to derive the most benefit. In this workshop, you will:

  • Learn the basics of good PR measurement and, conversely, the seven deadly sins of bad measurement
  • Understand how to differentiate between fact and fiction in the measurement context, and the two acronyms to stay far away from
  • Master the process behind creating effective and realistic measurable objectives
  • Learn how to incorporate online analytics into your PR measurement (yes, it can be done)
  • Understand how to make the right kinds of correlations between your communication efforts and your organization’s business objectives
Shonali Burke
Founder and publisher of Waxing UnLyrical, Shonali Burke helps purpose-driven brands bring big ideas to life. She teaches at The Johns Hopkins University, has gone back to school herself with the Harvard Business Analytics Program, and is creator/lead instructor at The Social PR Virtuoso® online training hub , where ambitious PR pros learn how to unleash their inner Social PR superheroes. Owned by Lola the Basset Hound, she's mad about ABBA, bacon, cooking, dogs, and Elvis, though not necessarily in that order. Wouldn't you like to be in her kitchen?
Shonali Burke
Shonali Burke

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