Measurement and Analytics Certificate Program Module 2: Evaluating the Success of Messaging/Campaigns

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.

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.

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

  • Use observational metrics, including content analysis and readability statistics.
  • Demonstrate understanding of qualitative research through talking to stakeholders in interviews, focus groups and online discussion forums about the topics being communicated.
  • Demonstrate understanding of quantitative survey research on message effectiveness through interest and information levels on topics — current and preferred channels — and actual knowledge.


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