Strategy, Statistics and Soul: How to Use Communications to Create Business Value and Impact Forever

On-Demand, available until March 28, 2020
Recorded March 21, 2019

Categories: Communication Strategy, Leadership & Management, Measurement & ROI, Techniques & Tactics

Everything is faster and more demanding in today’s business environment. You cannot afford to chance PR and communications being misunderstood, and your value mistaken. You are competent and know what you are doing but constant shifts and management’s intense focus on data, metrics, outcomes and areas related to their professional backgrounds — like operations, finance or legal — may make you feel otherwise. The bad news is nothing is going to slow down. The good news is you can learn where to focus so that you are doing less work but delivering more value because you are doing only what matters the most. Learn the foolproof framework for making sure you are going in the right direction, telling the right stories and analyzing the right data to achieve relevance and business impact now and forever. By beginning with measurement, we can reverse engineer our way to winning communications strategies that will earn us more recognition, respect and resources.

By the end of this presentation, you will be able to:

  • Operate with a “measurement mindset” that helps you choose the right communications strategy every single time, no matter what problem or project you have to tackle.
  • Determine which narratives to use to achieve targeted communications goals that drive business revenue, reputation, and results.
  • Decide which tools you should learn and include in your PR and Communications technology stack to produce, manage, and measure your content.
  • Get recognition and respect from your manager and senior leadership by proving with data that the work you’re doing is delivering value just like marketing, sales, and operations.
  • Streamline your work, reducing overload and overwhelm and increasing impact once and for all.


Felicia Joy, APR, SVP, Edelman

Felicia Joy, APR is a strategic communications leader who teaches reporting, measurement, messaging, and technology to Fortune 500 communicators to help them boost their results and increase their value as experts in their organizations. Felicia has worked with and advised organizations like Marriott, Hartsfield-Jackson Atlanta International Airport, Exelon Utilities, Kohl’s, L’Oreal companies, and more. After leading communications departments at Fortune 500 companies and government agencies for more than 10 years, she saw how undervalued the communications function can be compared to other departments like marketing, sales and operations. Through experience, Felicia learned that great results and strategic reporting are the winning combination to highlight the value the communications department brings. She has proven that increases in actual and perceived value lead to greater respect, recognition, resources, pay and promotions. Her professional academy, C-School, offers a training program for PR and Communications practitioners to learn the exact strategies and latest skills to elevate their impact and stand out in their positions. As SVP of Corporate Affairs and Transformation at Edelman in Chicago, she works with corporate communications and marketing departments and the C-suite to evolve, promote, and protect their brands.



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