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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

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Methods for Measuring PR Success: Stories That Matter From eBay, Virgin Mobile, and Others That Demonstrate the Global Value of PR

Professional Development Workshop Set 2

Your Session ROI

As Albert Einstein once said, “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” So, how do you sift the necessary from the unnecessary in today’s deluge of digital information and measurement options? Jeni Chapman, managing director, Gorkana US; Allyson Hugley, executive vice president, measurement and analytics, Weber Shandwick; and Thea Linscott, account manager, Relevance NY and adjunct professor, Hofstra University, will share real-world quantitative and qualitative examples from eBay, Virgin Mobile, the real estate industry, and more, showing how you can rely on global principles of measurement to prove success. Learn methods for qualifying influencers, a framework for creating a relevant earned-media engagement plan, and techniques and best practices for evaluating and demonstrating the effectiveness of your PR strategies.

Session Materials

Moderator

Jeni Lee Chapman, managing director, enterprise and insight business, Cision

Photo of Jeni Lee Chapman

Chapman is the managing director of Enterprise and Insights for Cision, and joined the company in 2012 when Gorkana was acquired. She has more than 20 years of sales, research and marketing experience in the finance, travel and technology arenas. Prior to Cision, Chapman led global brand practices as well as solution-focused marketing and research teams for Harris Interactive and TNS. Most recently, her client work includes Unicef as well as a number of b2b companies, such as IBM and Adobe.

  

Panelists

Allyson Hugley, president, Measurement and Analytics Practice, Weber Shandwick

Photo of Allyson Hugley

Allyson Hugley is the president of Weber Shandwick’s Measurement and Analytics Practice. Her responsibilities include leading measurement and analytics work across the global network, spearheading agency thought-leadership in this area and providing analytics and insights counsel to the agency’s top global accounts.

  

Thea Linscott, account manager; adjunct professor, Relevance NY; Hofstra University

Photo of Thea Linscott

Linscott is a dynamic and thoughtful communicator with nearly ten years of experience in the nonprofit, in-house and agency public relations world.  She currently leads teams at Relevance New York as an account manager in brand building and public relations practices. Her current clients include Keller Williams New York City, Tamarkin Co., CityRealty and Prodigy Crowd. She also supports new business, in-house public relations and other accounts as needed.Linscott is also an adjunct professor at Hofstra University, teaching both undergrad and graduate courses in public relations,  and is a frequent guest lecturer at New York University in public relations and corporate communications.