Communication Measurement and Evaluation Workshop

Sept. 14–21, 2021
Virtual Workshop
Registration not currently available.
This workshop is not currently available. Email the Professional Development Department to inquire about future availability of this program.

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

This six-hour virtual workshop examines measurement and evaluation, from research to impact, and includes a review of the tools and applications needed. It consists of hands-on activities that will assist participants in formulating a structure for their own plan with the help of an instructor and panel discussions. Throughout the sessions they will identify best practices of different teams as well as assess lessons learned.

After attending this workshop, participants will be able to:

• Recognize the importance and value of an effective PR plan.
• Understand the difference between activities output, outtakes, outcomes and impact to better develop collaborative initiatives.

September 14, 2021, 1–3 p.m. EDT

Topics covered:
Why measurement and evaluation matters
Where is the team/organization on its measurement and evaluation journey?
How-to and the importance of planning
Panel of NFP, in-house and PR agency:
– Examples of how to start getting executive buy-in, context and making sense of the data in hand, the data needed and the pitfalls of measurement and evaluation.

September 16, 2021, 1–3 p.m. EDT

Topics covered:
Audience journey: segmentation approaches
The WHAT of PESO: paid, earned, shared and owned
Channel tool-stack review
Case study:  Monitoring and MORE: What Goes Into Your Program and How You Can Extract the Meaningful Data for Your Organization

September 21, 2021, 1–3 p.m. EDT

Topics covered:
Reputation: credibility and trust
Reporting: data, context and storytelling
Panel of NFP, in-house and PR agency:
 – Objectives to visualization: developing a well-rounded PR and communication measurement and evaluation program


Johna Burke, chief executive officer, AMEC

Photo of Johna Burke

Johna has almost 30 years of experience in PR, communications, and marketing. Leading the PR and investor relations efforts at a Fortune 500 company provided first-hand experience in the challenges and trials of PR practitioners. During her career Johna has managed regional business and national business lines including responsibility for production, sales, HR, finance, and the overall client experience, which further developed her understanding of the P&L and the impact of communications. Her success and expertise give her unique experience and perspective making her a tireless advocate of tying communication efforts to business results. Johna is a member of the PR News Measurement Hall of Fame and is an AMEC Fellow.



Participants with the APR credential earn 1.5 CEUs for this workshop. Learn more about Accreditation renewal.