Measurement and Analytics Certificate Program

Categories: Leadership & Management, 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 communications 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. The course involves a combination of presenters, with Angela Sinickas, ABC, IABC Fellow, providing the structure of the core curriculum. Each week, she will be joined by one or more experts in various aspects of the week’s topic who will present case studies of how they applied the concepts.

This brand-new professional development offering is designed as a live, online series of six modules and will launch on Aug. 15, airing each consecutive Wednesday from 3-4:30 p.m. EDT (Aug. 22, Aug. 29, Sept. 5, Sept. 12 and Sept. 19). All modules will be recorded so that participants can review them after the live airing. Additionally, participants who are PRSA members will be given access to PRSA’s Measurement and Analytics Community, an exclusive online forum offering private access and interactive dialogue with other members taking this course.

After successfully completing and passing a multiple-choice test at the end of the six-week program, registrants will be awarded a certificate of completion and digital badge for their LinkedIn profile and resume.

Measurement and Analytics Certificate Program Modules:

• Using Research Before Developing Communication Plans
• Evaluating the Success of Messaging/Campaigns
• Evaluating the Success of Channels
• Connecting Communication Measures to Business Results
• In-Depth Measures for Specific Channels
• Best Practices for Research Methodology