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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: Improved Business Strategies Through Standardization Research, Integrated Planning and Relevant Analytics

Sunday Half-Day Pre-Conference Course

Note: Prior registration required.

Register here!
Note: Current International Conference registrants, please call (212) 460-1474 to sign up for this event.

In this half-day pre-Conference event, examine case studies with leading academics, as well as corporate and agency experts who will share their insights on improved decision-making, increased customer engagement and enriched stakeholder experiences through best-in-class research.

This half-day program is divided into two sessions:

Session I: 8:1510 a.m.

Exploration of Research and Measurement Best Practices
Explore the latest thinking from leading academics, research companies, agencies and clients on the topic of communications research and measurement best practices and standards. This session will include presentations from esteemed academics, and will be followed by a panel discussion with academics and executives who are at the forefront of advancing research and measurement standards. Attendees will leave with an in-depth understanding of the need for research, measurement and ethics standards in today's practice.

Session II: 10:15–noon

Exploring the Role of Research in Award-Winning Communications
Up-front research that informs strategy, as well as research that demonstrates program impact and results, account for a significant proportion of the evaluation criteria for the PRSA Silver Anvil Awards. Through a case study review of recent Silver Anvil Award-winning campaigns, this session will examine the role of research, as well as the methods most commonly associated with the development and execution of award-worthy communications campaigns. Attendees will gain practical insight into best research methods for informing strategic planning and evaluating program impact.

Best Practice in Practice: A Review of Award-Winning Research Methods
Take a look at recent examples of award-winning communications research and measurement methodologies. Panelists will share case studies of work recognized by industry associations that are at the forefront of establishing standards for excellence in communications research and evaluation. Attendees will gain an understanding of the process for developing methods to address specific communications evaluation challenges.

Case Presentations
You'll examine "A Tale of Two Wins  How Communications Research Can Help Drive Business Outcomes in the Private Sector, as Well as in the Public Sector," and hear about Gorkana’s award-winning work with GSK and DEFRA (UK government agency). Gorkana’s work with GSK received the 2014 AMEC award for Best Use of Communications Management: Business to Consumer.  The firm’s work with DEFRA, the UK government’s Department for Environment, Food & Rural Affairs, received the 2014 AMEC award for Best Use of Social Media Measurement, as well as the 2014 AMEC Platinum Award for best overall award entry.

You'll also learn about the DeltaSet methodology, which was awarded the 2014 AMEC Innovation Award. This methodology was designed to bridge the gap between traditional approaches to measurement and the endpoints that matter most — the changes in stakeholder thinking and action that drive business results or organizational effectiveness.               

Learn about the award-winning METRIC Model for evaluating influencer engagement. This model has been recognized by the IPR (Jack Felton Golden Ruler Silver Merit Award), AMEC (Communication Effectiveness Award) and PR Daily (Best PR Research Award).

Moderator

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.

  

Panelists

Shannon Bowen, Ph.D., associate professor, public relations, University of South Carolina

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Bowen is at the forefront of public relations and corporate communication research and measurement ethics. Her published works appear in leading professional publications.

  

Jackie Matthews, strategist, communications, General Motors

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Matthews is known for her highly imaginative use of research to focus attention on things that matter to business success. From 2001 to present, she has been responsible for strategic counsel to internal stakeholders at General Motors, execution of both internal and external surveys, media analysis and integration with the larger General Motors Research team. 

  

David Michaelson, Ph.D., managing director, Teneo Strategy

Photo of David Michaelson, Ph.D.

Michaelson is a pioneer in agency public relations departments, and has served as an active public relations researcher and consultant to top corporations for more than 40 years. His research on measurement, standardization and campaign excellence appear in top professional publications and books.


Moderator

Don Stacks, Ph.D., associate professor, public relations and corporate communication, University of Miami

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Stacks also is chair of the Institute for Public Relations Measurement Commission. His published works appear in leading professional journals.

  

Panelist

Donald K. Wright, Ph.D., APR, Fellow PRSA, professor, public relations, Boston University

Photo of Donald K. Wright, Ph.D., APR, Fellow PRSA

Wright has been a founding theorist and researcher in the area of public relations and corporate communication ethics, research and measurement. His work appears in top professional publications, and he is the founding editor of Public Relations Journal.

  

Moderator

David Geddes, Ph.D., founder, communications research consultancy, Geddes Analytics

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Geddes also is chair of the Coalition for Public Relations Research Standards and past chair of the Institute for Public Relations Measurement Commission.


Panelist

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

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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.

  

Presenters

Marianne Eisenmann, head, research and analytics, Chandler Chicco Companies, part of inVentiv Health

Photo of Marianne Eisenmann

Eisenmann is an established thought leader in communications research and measurement. She was the recipient of the Jack Felton Golden Ruler Silver Merit Award, an AMEC Communication Effectiveness Award and PR Daily’s Best PR Research Award, recognizing her METRIC Model for measuring engagement. She and her co-authors received the Jackson Sharpe Award at the 2014 International Public Relations Research Conference (IPRRC) for their research on how to test the reliability of the traditional media standards. She also was included in PharmaVOICE’s 2012 list of the “100 Most Inspiring People” in the life sciences industry.


Patrick Ford, vice chair, chief client officer and chairman, Asia, Burson-Marsteller

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Greg Sendi, executive vice president, GolinHarris

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At GolinHarris, Sendi is responsible for agency innovation in analytics and measurement, including the development of the GolinHarris "DeltaSet" methodology for quantitative communications assessment and planning. He has developed proprietary tools/methodologies for assessing media coverage impact, reputation and analytics, and client return on investment for communications. He also developed the agency's proprietary "Communicating to Win" approach, linking communications programming to concrete business metrics and analytics.


Richard Bagnall, CEO, UK, PRIME Research

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Bagnall has more than 25 years of experience in communications measurement. He also serves as senior vice president of PRIME Research Europe, a global communications measurement consultancy.

     

Pauline Draper-Watts, executive vice president, lead for measurement and analytics, Edelman Berland

Photo of Pauline Draper-Watts

Draper-Watts' expertise extends into examining the contribution of social media, publicity and PR to the overall health of a brand, linking media analysis to other research and integrating it with additional metrics. Pauline is past Chair for the IPR’s Commission on Public Relations Measurement & Evaluation which exists to develop and promote standards and methods for public relations research, measurement and analytics that contribute to ethical, strategic and effective public relations. In this role she worked with AMEC, the Global Alliance, the International Communications Consultancy Organization (ICCO) and the PRSA to craft the “Barcelona Declaration of Measurement Principles.”