education

2012 IABC and PRIME Research Global Strategic Communication and Measurement Conference

Program

Schedule at a glance

#iabcPRIME

All pre-conference and conference sessions, meals and breaks take place at:

The Yale Club of New York City
50 Vanderbilt Avenue
New York, N Y 10018
212-716-2100

Monday, 12 November

Tuesday, 13 November

Session Descriptions & speaker bios

Monday, 12 November
7:30-11:30 a .m. Pre-conference workshop

An Introduction to Public Relations Research, Measurement and Evaluation: Proving value and improving performance

Proving the value of public relations continues to be among PR’s greatest challenges.  At the same time, PR professionals must confront the challenge of delivering positive business outcomes while doing more for less and with less.  In this half-day session, participants will learn the basics of research but, more importantly, how to go “beyond the numbers” to refocus attention from “why measure” to “how to apply research, measurement and evaluation” for the purposes of enabling better business decision-making; generating a positive return-on-PR-investment; and improving performance over time, versus competitors and in light of best-practice. 

This interactive seminar shares examples from companies and brands whose names you would recognize and provides hands-on exercises to enable attendees to simply and affordably create, initiate and execute their own meaningful, informative and effective research-based public relations and communication programs.  More specifically, participants to learn:

• The difference between “proving PR value” and “generating a positive return on PR investment” (and why so many communicators get it wrong
• How to uncover your organization’s hidden PR value system to gain alignment, permission and authority
• Ways by which research, measurement and evaluation inform better decision-making for:
  • Understanding one’s business landscape
  • Setter objectives which are meaningful, reasonable and measureable
  • Developing strategies aligned to the business and its mission
  • Creating tactics which optimize success and avoid risk
  • Evaluating performance to prove value and demonstrate ROI
  • Refining programs for continual improvement

Presenter / Mark Weiner / CEO, PRIME Research / Americas

Mark Weiner is the CEO of PRIME Research, Americas, one of the world’s largest public relations and corporate communications research and consulting providers, employing more than 500 analysts and consultants in North and South America, Western Europe,  Eastern Europe and Asia.  Since 1993, Mark has devoted his career to helping many of the world’s most respected organizations and brands to demonstrate and generate a positive return on their investment in corporate and brand communications.  He is the author of “Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication” which was published by John Wiley & Sons and has contributed chapters to three other texts.

Weiner is a visiting professor for The Executive Education Programs, S.I. Newhouse School of Public Communications at Syracuse University and has guest-lectured at many of the nation’s leading public relations programs, including The Newhouse School at Syracuse University, Columbia University, Grady College at the University of Georgia, Kent State University and The University of Texas at Austin.  What is more, his book is used in the current curricula at UNC-Chapel Hill, The University of Maryland, George Washington University, Universite de Lausanne Ecole des Hautes Etudes Commerciales, Johns Hopkins, Brigham Young and New York University.

Prior to PRIME, Mark Weiner was the Global Director and Senior Vice President of Ketchum Research where he led an international team of analysts. Prior to joining Ketchum, Weiner was the CEO and president of Delahaye, one of the world’s most recognizable providers of corporate communications and public relations research and consulting. Weiner founded Medialink Public Relations Research in 1994, which then became Delahaye Medialink in 1999 after the acquisition of The Delahaye Group. 

Weiner is a regular contributor to IABC’s Communication World, PRSA’s Tactics and The Strategist, PR Week, and the Daily ‘Dog.  He sits on the editorial advisory boards of The Strategist and PR News, and has written more than 100 published articles and papers.  He is a frequent speaker on the topics of public relations return-on-investment, corporate reputation and integrated marketing communication at international, national and local conferences such as those sponsored by The Conference Board, ABERJE, the Association of National Advertisers, The American Marketing Association, the Institute for Public Relations, The Arthur Page Society, IABC, PRSA, and InfoCom. 

12-1 p.m. Welcome Lunch and Keynote

1-2 p.m. Session A

2-3 p.m. Session B

3:15-4:15 p.m. Session C

4:15-5:15 p.m. Session D

Tuesday, 13 November

8-9 a.m. Session E

9-10 a.m. Session F

10:15-11:15 a.m. Session G

11:15 a.m.-12:15 p.m. Session H

1:15-2:15 p.m. Session I

2:15-3:15 p.m. Session J

4:15 p.m.-5:15 p.m. Session K