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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

Note: You are browsing information about a previous PRSA International Conference. Visit the program page for this year’ event.

Assessing the Value of Campaigns Apropos Your Company’s Annual Operating Plan

Professional Development Workshop Set 1

Public relations and marketing practitioners must assess the value of campaigns in order to
understand what is working. To truly demonstrate the impact of efforts, however, you must
also understand the metrics used by other departments within the organization, including those
defined by your accounting team.


Johna Burke, CMO, BurrellesLuce

Photo of Johna Burke

Burke, CMO, BurrellesLuce, oversees national marketing and sales for the U.S. leader in media monitoring and analysis. She has more than 22 years of professional experience in communications, and media and public relations. Burke speaks frequently on public relations, the media, measurement and strategy. Her dual background as both a practitioner and a provider gives her a refreshing perspective on relevant developments and trends, and a clear understanding of the tools and technology that PR professionals have at their disposal. Her experience as the PR and IR director of a Fortune 500 company adds another dimension to her value as a consultant to clients wanting to establish monitoring and analysis programs that are individualized, comprehensive and actionable.