Measurement and Analytics Certificate Program Module 1: Using Research Before Developing Communication Plans

Course Duration: Approx. 6 hours
Module Duration: Approx. 45–60 minutes

Note: The prices below are for this course module only. The price of the entire course is $975 for PRSA members and $1,225 for nonmembers.
Full Price: $245
Members: $195

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.

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.

By the end of this module, participants will be able to:

  • Apply available research/measurement models and resources: Barcelona Measurement Principles, IPR’s outputs/outtakes/outcomes and CIPR’s Internal Communication Measurement Matrix.
  • Identify what success will look like before developing a plan: what stakeholder behaviors need to change and use that as the framework for researching the best messages and channels to achieve those outcomes.
  • Define primary research and understand examples of how pre-planning research changed different organizations’ original communication plans.
  • Define secondary research and become familiar with some major studies that offer data communicators can use, such as the Edelman Trust Barometer and the Willis Towers Watson Change and Communication ROI Study.
  • Implement best practices for conducting research methodologies like surveys and focus groups, and for interpreting and reporting your findings.


Participants with the APR credential earn 1.0 APR Maintenance Credit for completing this online course module.