Measurement and Analytics Certificate Program


Availability
On-Demand

Course Duration: Approx. 6 hours

Full Price: $1,225
Members: $975

Category: Measurement & ROI

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will learn how to build research into the beginning of your communication planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.

Throughout the program, you’ll be learning skills you can start applying to your work immediately, resulting in a skills-based certificate of completion when you’re finished.

This certificate program is designed for:

  • Manager- and senior-level PR and communication professionals who do not already specialize in measurement or analytics.
  • Professionals who report on communication progress to their CEO/leadership.
  • Professionals/consultants who work on either internal/external communication or both.
  • Professionals responsible for developing strategic communication campaigns and/or who manage communication channels.
  • Communication managers with at least five years of experience.

By the end of this certificate program participants will be able to:

  • Use research to identify what success will look like before developing a communication plan.
  • Evaluate the success of messaging/campaigns.
  • Evaluate the success of channels.
  • Connect communication measures of effectiveness to business results, including being able to calculate ROI.
  • Identify in-depth measures for specific channels, such as earned media, emails, websites and social media.
  • Implement best practices for conducting research methodologies like surveys and focus groups, and for interpreting and reporting your findings.

Measurement and Analytics modules:

Using Research Before Developing Communication Plans

Too often, measurement is considered at the end of what we think was a successful campaign or project. However, in order to make sure the project plan addressed the right messages and used the right channels, research needs to precede planning. This module will cover different ways you can incorporate audience research into developing a plan that will be more likely to help achieve your organization’s goals.

Evaluating the Success of Messaging/Campaigns

Messages don’t exist in a vacuum; they are carried through the channels we choose for them. However, there are ways to measure how well the messages are getting through to our stakeholders regardless of their distribution medium. We can track the quality and quantity of content we generate, and we can measure to what extent those messages were seen, read, understood, believed and accepted by our audiences. In this module, participants will learn a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones.

Evaluating the Success of Channels

Channels don’t exist in a vacuum either; they’re loaded with message content. However, there are ways to measure how effective the channels themselves are overall with your target audiences. We can track how many people have access to those channels or find them useful or easy to use. We can identify what types of topics they prefer finding through various channels. Module 3 will cover a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones.

Connecting Communication Measures to Business Results

Measuring messages and channels is an invaluable way to keep improving the quality of our work. However, executives often ask if the work we do is helping them achieve bottom-line results for our organizations. They want to see the connection between the communication we are doing and how that has changed the way employees work and the way customers and other publics interact with our organizations. Module 4 will demonstrate ways to either correlate our work with business outcomes or prove a direct cause-and-effect relationship that allows us to talk about credible returns on investment as other business functions do.

In-Depth Measures for Specific Channels

This module will focus primarily on measuring earned media and earned social, two channels that offer unique opportunities for measurement. Participants will hear examples of how the most meaningful metrics to track can be consolidated into a scorecard that helps communicators keep their eyes on the key analytics and share the results with executives.

Best Practices for Research Methodology

All the preceding modules focus primarily on the “what” to measure. Many of the case studies included use a variety of research and measurement techniques. This final module provides best practices to follow and pitfalls to avoid when using the most common research methods — the “how” of evaluating success. The two methodologies we’ll be covering will be focus groups and surveys.

For communication to be seen as a credible management function that adds value to an organization, we need to be able to demonstrate how our work contributes to desirable business outcomes. When we use research to support our strategic recommendations, we are more likely to see those recommendations approved. When we use measurement to demonstrate how our work helped achieve business results, we are more likely to be given more resources — staff and budget — to do even more of the same. The language of data is the one executives understand best. This certificate course will provide a crash course on how to speak that language so we will be better heard by our leadership teams.

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

Accreditation

Participants with the APR credential earn 1.0 APR Maintenance Credit for each completed module of this course, for a total of 6.0 credits. www.prsa.org/Learning/Accreditation.