PR impact measurement and KPIs framework
Introduction
Public relations has evolved at an extremely rapid pace over the past decade, and with that evolution must come a comprehensive and effective way of measuring its value. In the past, the value of PR was often compared to advertising. Many organizations measured their PR effort with Advertising Value Equivalents (AVEs)-or didn't measure it at all. The PR industry has since done away with AVEs and moved toward sophisticated and strategic measurement practices. As we work to help drive change in our industry, we've put together this measurement guidebook outlining the latest Principles of PR Measurement guidebook outlining the latest Principles of PR Measurement. Guidebook outlining the latest Principles of PR Measurement Been adopted by hundreds of companies around the world
Objectives
Critically evaluate a wide range of public relations theories, concepts and practice
Locate public relations theory and practice in wider academic and social contexts
Evaluate the impact of public relations on their own organisation/clients and wider contexts
Apply a range of public relations concepts to their workplace and the sectors they operate in
Be able to create Key Performance Indicators which are specific, meaningful and focus on outcomes and results, not output in public relation
Gain a detailed understanding of the four core elements of business performance (Revenue, Costs, Customer Satisfaction & Employee Engagement) and how they come together in a value chain to drive positive performance
Build confidence in creating PR specific KPIs and presenting results simply, clearly and effectively
Develop their understanding of business cycles and patterns in performance which can help us plan and prepare for change in our business
Training Methodology
Project management knowledge, skills, tools and techniques are taught through case studies, experiential exercises and practical examples that can used immediately to improve your project results.
This interactive training course includes the following training methodologies as a percentage of the total tuition hours:
- 30% Lectures, Concepts, Role Play
- 30% Workshops & Work Presentations, Techniques
- 20% Based on Case Studies & Practical Exercises
- 20% Videos, Software & General Discussions
Pre and Post Test
Who Should Attend?
This training seminar has been designed for PR practitioners / professionals and for senior professionals elsewhere in the organisation who want to use PR / communications tools to best effect in meeting business objectives.
This training seminar is relevant to anyone likely to have responsibility for the delivery of PR Campaigns for their organisation but is relatively new to the concepts and practicalities of this facet of corporate communications.
Middle and senior managers tasked with the direct delivery of campaigns or oversight of specialist sub-contractors
Senior operational managers with responsibility for managing teams whose role includes PR Campaigns
Senior managers up to Board level with responsibility for the strategic use of Public Relations
Outlines
DAY 1
- Measuring PR effectiveness
Purpose of evaluation (output, outcome)
Evaluating (process and goals)
Matching objectives and results
Measurement (production, exposure)
Weaknesses of the traditional approach
Measurement techniques
Planning and managing PR campaigns
Measuring and evaluating PR
DAY 2
- Stakeholder engagement
Practical public affairs
Reputation management
business goals
The underlying theory of generating business goals
DAY 3
- Establishing KPIs
Introduction To The World Of KPIs
The Pillars Of KPI Architecture KPI Selection
What is a Key Performance Indicator (KPI)
How to write a SMART indicator of performance
The difference between output and outcomes
How to present data in a simple, effective way
The importance of measure, do, measure
How to produce performance reports which are reliable, valid, consistent and meaningful
Common mistakes in KPI reporting
About the value chain and relationships between employee engagement, customer satisfaction and financial performance
DAY 4
- Deploying KPIs to generate value
KPI Management Enablers: Software, Hardware, Communication And Culture
Generating Value From Using KPIs
Measuring PR impact With KPIs
The role of financial PR and investor relations
The role of communications in financial markets and key nodes of influence in circulation of financial information
DAY 5
- The financial calendar
Announcements by publicly quoted organisations
Development of financial PR programmes
Financial PR and the social media
Critical evaluation of the financial PR function
Contribution of PR to market transparency
Financial PR within a corporate communications framework.
Schedule
- 08:30 – 10:15 First Session
- 10:15 – 10:30 Coffee Break
- 10:30 – 12:15 Second Session
- 12:15 – 12:30 Coffee Break
- 12:30 – 14:00 Third Session
- 14:00 – 15:00 Lunch
Fees
The Fee for the seminar, including instruction materials, documentation, lunch, coffee/tea breaks & snack :
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