PR Monitoring & Measurement Workshop 2011

Should you be measuring return on investment or return on Interaction?

Despite public relations (PR) being an established field, the industry still struggles to find an effective and targeted way of measuring PR efforts accurately. This is especially so in today’s digital environment, with digital media increasingly occupying a larger portion of the PR mix. PR practitioners each adopt their own arbitrary methods of measuring PR efforts, using KPIs that reflect their PR worth in the most favourable light. Such methods may not accurately reflect the business results of a PR programme. While many use the number of eyeballs reached as a metric to determine the worth of their digital PR programme, the industry is recognising that it is not a sufficient indicator, especially when the need to shift opinions drives the direction of the PR programme.

Can you identify whether your PR campaign is reaching the intended audience, with the desired outcome? Are you able to measure the value of PR on social networking sites? Do you know how to track the fallout of a crisis and respond appropriately?

This 2-day practical workshop on ‘PR Monitoring & Measurement’ aims to equip you with actionable techniques to put a business value on social media’s effectiveness and understand how your PR efforts link back to your bottom line. With hands-on sessions and in-depth case studies, find out how you can set goals and measurement objectives to guide your PR campaigns, integrate traditional media measurement with that of new digital media, measure reputation repair in a crisis situation and harness the tools available to create easily actionable reports that are relevant to your organisation. At the end of it all, you will be able to use the practical how-tos to harness PR for enhanced brand performance and ROI.

For more details, please visit http://www.conferences.com.sg/ws-pmc6.htm

For more information, please email Ms Elaine Dang at