Hands on skills for tying your communications results to the bottom line
For years, PR people have focused on vanity metrics not outcomes. The result of these over-inflated metrics is that communications has come to be defined by what it shovels out, rather than the relationships that it builds. Today, with tight budgets and a growing proliferation of tools and techniques to get messages out there, communications professionals are increasingly faced with tough decisions on where to put their resources. Only by figuring out what really makes a difference to your business can the right choices be made.
In this hands-on workshop, you’ll learn how to:
- How to get management consensus around how to quantify PR’s role in creating business value
- How to define where PR fits in the marketing mix and the path to purchase.
- Rules to develop custom indexes and metrics that weight results per your organization’s priorities
- Processes to gather, manage and validate the data, (big and small), that measurement generates.
- Sorting thru the tools and technology you need to make the process easier
- Using Excel Pivot Tables and Google Analytics to get the answers you need
- Getting to the “a ha” moment when data and results provide insights to both problems and solutions
- Creating reports that tell your story in an unforgettable way.
- Using your metrics to make better decisions, lighten your work load
- How to create a custom dashboard that will help you manage your department or function
- Develop Key Performance Indicators that show how communications is impacting the business
- Define benchmarks
- Measure real outcomes from PR, Social Media, Internal Communications and Digital marketing
- Select the right measurement tools to measure the desired outcomes.
Regardless of whether you work for a non-profit or a global conglomerate, a government agency or a university, chances are you’re expected to quantify PR’s role in creating business value. Unfortunately, most practitioners fear they don’t have the skills or expertise to do the math that senior leadership seems to want. But the reality is that measurement isn’t about math, it’s about using data to learn from failures, become more efficient, and ultimately tell the story of how you’ve contributed to the organization’s success.
This hands-on workshop breaks down the big measurement megillah into manageable steps that attendees can execute as soon as they get back to their offices. In a lively interactive workshop, we’ll show attendees how to use metrics to say “no” to stupid ideas, quickly identify the projects that are worth doing (and those that are a waste of time) and thus, get a permanent seat at the proverbial table. The session will cover:
By the end of the workshop, each attendee will have designed a bespoke measurement program that measures results per the priorities and goals of their organization.