T4 / Public relations research and evaluation: Evolving from why

Date: Tuesday, 28 June
Time: 10 - 11:15 am
Track: Marketing & Brand

Like many other functions within their purview, senior executives expect public relations to be measured – and most public relations professionals agree. The breakdown occurs because many business communicators don't know how to measure or what can be done with the research after it's been conducted. In the current business climate, communicators must not only measure, but they must also align PR strategies with marketing strategies and apply what they learn to create more productive, more efficient communication programs year after year.

You will:

• Discover why measuring public relations is now mandatory
• Gain insight into ways to create the right evaluation system for your organization
• Use case studies to understand how organizations make the PR-to-sales connection

Presenter / Mark Weiner / Connecticut, USA, President of Delahaye, is a frequent lecturer on measurement topics for IABC, Ragan Communications, the Public Relations Society of America (PRSA), The Conference Board and The Arthur Page Society. He is on the Editorial Advisory Board for The Strategist (PRSA), PR Reporter (Ragan Communications) and PR News.