This is an updated version of an earlier post, “Going Back to Measurement School,” in Katie Paine’s Measurement Blog.
We here at Paine Publishing have always been in the business of measurement education. Newsletters (The Gauge, in the last century; then, beginning in 2002, The Measurement Standard; and now, since 2013, The Measurement Advisor), the Measurement Summit (our first was almost 20 years ago!), and several books are just a fraction of the educational resources we’ve offered over the years. (See The Measurement Mall for more.)
Our most recent measurement education offering is Measurement Base Camp, an intensive course (now online) that covers the basic vital skills for measurement today. (For more on measurement skills of the very near future, read “Reimagining the Skill Set of a Professional Communicator: 7 Vital Skills for Your Future.”)
As we gear up for whatever comes next, communicators clearly thirst for new skill sets. Perhaps it’s the stay-at-home orders, or the rising importance of metrics and data in the communications decision-making process. For whatever reason, more and more people have been asking me about how to learn more about measurement. The other day on the PRSA forums the question came up and there were a ton of responses and referrals.
So we decided to assemble the answers along with some research of our own all into one table to help you decide on the best measurement education solution for your schedule and needs. Below you can compare our Measurement Base Camp to other popular measurement education offerings. We’ll be continuing to update it so if we’re missing a great course that you know about please get in touch!
Here you go.
|Organization||Program Name||Description||Length||Total Hours||Instructors||Member or Early Bird Rate||Non-Member Cost||Non-Member Cost per Hour of Instruction||Website|
|PRSA||PRSA Measurement & Analytics Certificate Program||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||6 weeks (one 90-minute session per week)||9||Angela Sinikas||$1,295||$1,795||$199||https://apps.prsa.org/Learning/Calendar/display/12248/2020_Measurement_and_Analytics_Certificate_Program#.XvxoVOd7n3l|
|Paine Publishing||PP Measurement Base Camp||Learn how to master Pivot Tables, Calculate Conversions, use SEO to measure PR, create and field surveys, & design dashboards||6 weeks (one 90-minute session per week)||9||Katie Paine & 4 subject-matter experts||$350||$400||$44||http://katiep7.sg-host.com/measurement-base-camp-may2020/|
|AMEC||A guide to your studies with AMEC International Certificate in Measurement and Evaluation||Background and best practice,|
Evaluation and objective setting,
Research methods primer
An introduction to statistics
Traditional media evaluation
Evaluating social media
Internal communications measurement and metrics
AMEC’s Integrated Evaluation Framework
|10 weeks||40||Paul Noble, PR Academy||$1,033||$1,215||$30||https://amecorg.com/wp-content/uploads/2020/05/AMEC-Course-handbook-October-2020.pdf|
|Ragan||Business Fluency Boot Camp for Communicators||Develop the business skills communicators need to succeed in the new normal||1 Day||3||Lawrence J. Parnell, Karen Vahouny, Matt Ragas||$449||$549||$183||https://www.ragan.com/store/business-fluency-boot-camp-for-communicators/|
|PA Media||PR Strategy, Measurement, and Evaluation||2 days||6||Andy Drinkwater||$445||$445||$74||https://pa.media/training/pr-communications/pr-strategy-measurement-evaluation/|
|PRCA||PRCA||3 hours||3||Mike Daniels, MPRCA||$200||$225||$75||https://www.prca.org.uk/event/3602|
|Quantum PR Measurement||Quantum PR Measurement||2.5 hours||2.5||Jesper Andersen||NA||NA||NA||https://quantumprmeasurement.com/measurement-training/|