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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.

PRSA/AMEC Measurement Symposium

Unlocking Business Performance Through Communications Research and Analytics

Sunday Half-Day Pre-Conference Course

Note: Prior registration required.

This session will build on insights that were shared at the 2013 AMEC European Summit, and will give you a practical look at the important role of analytics in evaluating and advancing communications performance. You’ll also gain the tools and techniques that will help you better align your organization’s communications with business objectives and results. 
Part one of this session will focus on social media measurement, and will include an overview of best practices and case studies from leading brands, research firms and communications agencies, including Weber Shandwick, PRIME Research, IKEA U.S., BMC Software and MasterCard International.
Part two of this session will focus on outcome measurement and linking communications to business results. You will be provided with a mix of best practices and case studies by presenters from leading brands, communications agencies and research companies, including Salience Insight, Clorox, Evolve24, Weber Shandwick, MSLGroup, HCD Research, Verizon Wireless and PriceWaterhouseCoopers.

Schedule Below:

8–8:15 a.m.
Opening Remarks: "The Evolving Role of Data in Communications"
Allyson Hugley, chair, N.A. Chapter of AMEC; executive vice president, analytics, Weber Shandwick
8:15–9:30 a.m.
Session I: Panel Discussion
"Measuring for Success: Best Practices for Implementing Communications Evaluation Programs
Moderated by Mark Weiner, CEO, PRIME Research
"A Long and Winding Road: Ikea’s Measurement Journey"
How a Leading Brand Tackled the Challenges of Establishing Communications Evaluation Systems
Marguerite Marston, commercial PR manager, IKEA U.S.
"Everyone Wins with the Right Measurement: Using Tactical, Operational and Strategic Data to Calibrate Communications Investments and Access Agency Performance"
Mark Stouse, vice president, global connect, BMC Software
Applying Social and Traditional Media Analysis to Aid in Business Decision-Making
Andrew Bowins, senior vice president, MasterCard International
9:30–9:45 a.m.
9:45–10:55 a.m.
Session II: Panel Discussion
"Creating Business Value through Social Media Measurement and Analysis"
Moderated by Angie Jeffrey, managing director U.S., Salience Insight
"Social Media ROI: Presentation of an Award-Winning Case Study"
David Kellis, director, public relations and social media, Clorox
"Listening for Intelligence: Non-Market Environment and Social Media"
Noah Krusell, director, analytic services, Evolve24
"Driving Sales Through Social Listening"
Jay Hilton, executive vice president, Weber Shandwick Consumer
11 a.m.–Noon
Session III: Panel Discussion
"Demonstrating Communications ROI"
Moderated by Mark Weiner, CEO, PRIME Research
"Determining the Value of Corporate and Product Spokespeople"
Glenn Kessler, president and CEO, HCD Research
"Harnessing the Power of Content Hubs to Driver Business Value"
Debi Lewis, executive director, corporate communications, Verizon Wireless
"Predicting the Determinants of Employee Engagement: How to Design Employee Surveys to Conduct Predictive Analyses"
Chris Atkins, managing director, U.S. public relations and internal communications, PriceWaterhouseCoopers
Chris Thorton, vice president and managing consultant, Ketchum
Sarab Kochhar, doctoral candidate, college of journalism and communications, University of Florida


Final Presentation

(Available to registered attendees only. Register now!)