Measurement Skills

What You Need to Know at Every Point in Your Career

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Category: Measurement & ROI

We’re all hearing how communicators need to do research and measurement as part of our jobs. But what do we need to know at different stages of our careers? Do you need to be able to design a perfect survey, or just know when a survey is a better choice than a focus group? What types of skills are needed for a first entry-level public relations job, a middle manager and a communication executive?

  • Identify which aspects of measurement should be mastered at different job levels.
  • Discover easy ways to build research into public relations projects at any job level.
  • Learn about creative ways to master research and measurement skills as easily as possible.


Angela Sinickas, ABC, IABC Fellow, CEO, Sinickas Communications, Inc.

Photo of Angela Sinickas, ABC, IABC Fellow

Angela Sinickas has been measuring communication over several decades in both corporate positions and for clients. Her practical approaches have led to promotions for herself and clients, as well as increased funding by senior leaders.  She has conducted research and training in 32 countries, written over 150 articles on research available at her website (, and written a manual, How to Measure Your Communication Programs.



Participants earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.