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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.

Developing and Measuring Social Media for Nonprofits

Professional Development Workshop Set 3

Association/Nonprofit Section

Your Session ROI

Katie Paine, SNCR Fellow, CEO, Paine Publishing; Richard D. Waters, Ph.D., assistant professor, School of Management, University of San Francisco; and Denise Bortree, associate professor, communications, Pennsylvania State University, will speak on current trends developing in social media communication and how to measure its impact on nonprofit organizations. They’ll delve into the use of major social media outlets and offer strategies for maximizing the effectiveness of communication and relationships through social media.

Session Materials


Denise Bortree, associate professor, Penn State University

Photo of Denise Bortree

Bortree is a Page Legacy Scholar and Senior Research Fellow for the Arthur W. Page Center. Before entering academia, she worked for more than 10 years in the private sector in positions including public relations manager and marketing manager.



Katie D. Paine, CEO and founder, Paine Publishing; SNCR Fellow; founding member, IPR Measurement Commission

Photo of Katie D. Paine

Paine, SNCR and member of IPR Measurement Commission, is the author of three books: “Measuring the Networked Nonprofit,” “Measure What Matters,” and “Measuring Public Relationships.” She writes the popular KDPaine’s Measurement Blog, and is the publisher of The Measurement Standard, the industry’s oldest publication dedicated entirely to measuring results.


Richard D. Waters, Ph.D., associate professor, University of San Francisco

Photo of Richard D. Waters, Ph.D.

In addition to his role at the University of San Francisco, Dr. Waters is the associate editor of Case Studies in Strategic Communication, and he has published more than 60 research articles. He also consults for Fortune 500 and Philanthropy 400 organizations.