Measurement and Analytics Certificate Program Module 5: In-Depth Measures for Specific Channels

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.

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.

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

  • Explain why Advertising Value Equivalency (AVE) is not a meaningful measure of PR effectiveness for earned media.
  • Discuss which of a variety of quantitative measures for earned media are most meaningful in different situations: impressions, reach, share of voice, etc.
  • Discuss the relative importance of various social metrics, such as likes, shares, conversation ratios, etc.
  • Interpret the results of sentiment analysis of social media conversations.
  • Develop and use dashboards of key earned media metrics.


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