Measurement & ROI: Public Relations Training

Training programs identify how to determine research methods, set goals and quantifiable objectives, and understand measurement metrics and key performance indicators, and ultimately determine return on investment of public relations activities.

On-Demand Online Course
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. On-Demand
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. On-Demand
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. On-Demand
Channels don’t exist in a vacuum either; they’re loaded with message content. However, there are ways to measure how effective the channels themselves are overall with your target audiences. We can track how many people have access to those channels or find them useful or easy to use. We can identify what types of topics they prefer finding through various channels. Module 3 will cover a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones. On-Demand
Measuring messages and channels is an invaluable way to keep improving the quality of our work. However, executives often ask if the work we do is helping them achieve bottom-line results for our organizations. They want to see the connection between the communication we are doing and how that has changed the way employees work and the way customers and other publics interact with our organizations. Module 4 will demonstrate ways to either correlate our work with business outcomes or prove a direct cause-and-effect relationship that allows us to talk about credible returns on investment as other business functions do. On-Demand
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. On-Demand
All the preceding modules focus primarily on the “what” to measure. Many of the case studies included use a variety of research and measurement techniques. This final module provides best practices to follow and pitfalls to avoid when using the most common research methods — the “how” of evaluating success. The two methodologies we’ll be covering will be focus groups and surveys. On-Demand
Aug. 15–Sept. 19, 2018 | Live Online Course
Categories: Leadership & Management, Measurement & ROI
The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your communications planning process in ways that are fast, easy and inexpensive. Also, 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.
Oct. 31–Dec. 12, 2018 | Live Online Course
Categories: Communication Strategy, Measurement & ROI
PRSA’s new Content Marketing Certificate Program is designed to teach and empower you to develop content strategies and tactics that deliver quantifiable business outcomes. Designed as a certificate of completion course, the Content Marketing Certificate Program will enable you to transition from a traditional communication pro to a Content Marketing rock star and learn how to create a Content Marketing plan to strategically align with business goals. Lisa Arledge-Powell;
May 22–June 26, 2019 | Live Online Course
Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. The Digital Communication Certificate Program will equip management-level communicators with best practices within digital content strategy, personas, digital storytelling, writing for SEO and the web, digital innovation and the measurement of digital communication. Justin Seibert;
Aug. 14–Sept. 18, 2019 | Live Online Course
Categories: Communication Strategy, Emerging Trends, Measurement & ROI, Social Media, Techniques & Tactics
The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement. Designed as a live certificate of completion program, the Integrated Communication Certificate Program will equip management-level communicators with best practices within integrated marketing concepts for specific audiences in order to develop integrated strategies and tactics that work together to boost results and effectively manage your work in a planned, synchronous fashion. Bonnie Harris;
Oct. 30–Dec. 11, 2019 | Live Online Course
Categories: Communication Strategy, Crisis & Reputation, Emerging Trends, Ethics, Executive Level, Leadership & Management, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
Effective crisis communication can help organizations maintain trust, inspire consumer confidence and build competitive advantage. As recent poorly handled crises in business, government and nonprofits show how ineffective crisis communication can set an organization back significantly. To provide more education and understanding surrounding crisis communication, PRSA has re-developed the Crisis Communication Certificate Program. Designed as a certificate of completion program, the Crisis Communication Certificate Program will equip management-level communicators with best practices in industry perspectives by sharing resources and ideas and working through various crises. Helio Fred Garcia;
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
Learn the foolproof framework for making sure you are going in the right direction, telling the right stories and analyzing the right data to achieve relevance and business impact now and forever. By beginning with measurement, we can reverse engineer our way to winning communications strategies that will earn us more recognition, respect and resources. Felicia Joy, APR; On-Demand
On-Demand Webinar
Categories: Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
Join us for this webinar to learn the importance of data visualization and gain valuable tips to improve the delivery of data and analysis in your presentations to impact how you are perceived. Cyndi W. Greenglass; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Measurement & ROI
Included with PRSA Membership.
The Global Capability Framework launched in April 2018 is now the international benchmark for measuring personal and team capability. How do you and your team measure up? Anne Gregory,Ph.D; Katerina Tsetsura, Ph.D.; On-Demand

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