MEASUREMENT AND ANALYTICSCERTIFICATE PROGRAM

SIX LIVE AND/OR ON-DEMAND MODULES

A CERTIFICATE PROGRAM

AUG. 12 – SEPT. 16, 2020

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PROGRAM INFORMATION

Upgrade Your Measurement and Analytics Skills

Learn how to build research into the beginning of your communications planning process — in ways that are fast, easy and inexpensive.

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication.

Gain the essential skills needed to calculate the marginal ROI on your organization’s communication investment. Throughout the program, you’ll be learning skills you can start applying to your work immediately, resulting in a skills-based certificate of completion when you’re finished.

This course involves a combination of presenters. Each week, you will hear from one or more experts in various aspects of the topic being spotlighted. They will share informative case studies on how they applied the underlying concepts.

In six live and/or on-demand modules, you’ll explore the best ways to:

• Use research before developing communication plans.• Evaluate the success of messaging/campaigns.• Evaluate the success of channels.• Connect communication measures to business results.• Find in-depth measures for specific channels.• Understand best practices for research methodology.

All modules will be recorded so that participants can listen or review them after the live date in preparation for the final multiple choice exam.

Additionally, member participants will be given access to PRSA’s Online Measurement and Analytics Community, an exclusive online forum offering private access and interactive dialogue with other participants taking the course.

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PROGRAM INFORMATION

Throughout the program, you’ll be learning skills you can start applying to your work immediately, resulting in a skills-based certificate of completion when you’re finished. The course involves a combination of presenters. Each week, you will hear from one or more experts in various aspects of the week’s topic who will present case studies of how they applied the concepts.

This brand-new professional development offering is designed as a live, online series of six modules and will launch on August 12, airing each consecutive Wednesday from 3–4:30 p.m. EDT (Aug. 12, Aug. 19, Aug. 26, Sept. 2, Sept. 9 and Sept. 16). All modules will be recorded so that participants can review them after the live airing. Additionally, participants who are PRSA members will be given access to PRSA’s Measurement and Analytics Community, an exclusive online forum offering private access and interactive dialogue with other members taking this course.

After successfully completing and passing a multiple-choice test at the end of the six-week program, registrants will be awarded a certificate of completion and digital badge for their LinkedIn profile and resume.

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PROGRAM INFORMATION

This certificate program is designed for:

• Manager- and senior-level PR and communication professionals who do not already specialize in measurement or analytics.

• Professionals who report on communication progress to their CEO/leadership.

• Professionals/consultants who work on either internal/external communication or both.

• Professionals responsible for developing strategic communication campaigns and/or who manage communication channels.

• Communication managers with at least five years of experience.

By the end of this certificate program participants will be able to:

• Use research to identify what success will look like before developing a communication plan.

• Evaluate the success of messaging/campaigns.

• Evaluate the success of channels.

• Connect communication measures of effectiveness to business results, including being able to calculate ROI.

• Identify in-depth measures for specific channels, such as earned media, emails, websites and social media.

• Implement best practices for conducting research methodologies like surveys and focus groups, and for interpreting and reporting your findings.

77% of senior communications leaders say communicators need to do a better job of measuring and proving their impact on business objectives.

- Source: PRWeek

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SPEAKER/MODERATOR

For communication to be seen as a credible management function that adds value to an organization, we need to be able to demonstrate how our work contributes to desirable business outcomes. The language of data is the one executives understand best.

Angela Sinickas, ABC, IABC FellowCEO Sinickas Communications Inc.

Angela Sinickas, ABC, IABC Fellow, a member of IPR Measurement Commission, has been measuring communication over several decades in both corporate positions and for clients. Her practical approaches have led to promotions for herself and clients, as well as increased funding by senior leaders. Angela has conducted research and training in 32 countries, written over 150 articles on research available at her website (www.sinicom.com), and written a manual, How to Measure Your Communication Programs.

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SCHEDULE

MODULE TITLE DATE & TIME

1Using Research

Before Developing Communication Plans

Wednesday, Aug. 12 3–4:30 p.m. EDT

2Evaluating the Success

of Messaging/Campaigns

Wednesday, Aug. 19 3–4:30 p.m. EDT

3Evaluating the Success

of Channels

Wednesday, Aug. 26 3–4:30 p.m. EDT

4Connecting Communication Measures to Business Results

Wednesday, Sept. 2 3–4:30 p.m. EDT

5In-Depth Measures for

Specific Channels

Wednesday, Sept. 9 3–4:30 p.m. EDT

6Best Practices for

Research Methodology

Wednesday, Sept. 16 3–4:30 p.m. EDT

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LIVE/ON-DEMANDMODULES

Too often, measurement is considered at the end of what we think was a successful campaign or project. However, in order to make sure the project plan addressed the right messages and used the right channels, research needs to precede planning. This module will cover different ways you can incorporate audience research into developing a plan that will be more likely to help achieve your organization’s goals.

MODULE 1:Using Research Before Developing Communication Plans

Wednesday, Aug. 12, 3–4:30 p.m. EDT

Speaker

Gemma MoroneyHead of Strategy & InsightMischief PR

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Messages don’t exist in a vacuum; they are carried through the channels we choose for them. However, there are ways to measure how well the messages are getting through to our stakeholders regardless of their distribution medium. We can track the quality and quantity of content we generate, and we can measure to what extent those messages were seen, read, understood, believed and accepted by our audiences. In this module, participants will learn a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones.

MODULE 2:Evaluating the Success of Messaging/Campaigns

Wednesday, Aug. 19, 3–4:30 p.m. EDT

LIVE/ON-DEMANDMODULES

Speaker

Felicia JoySenior Vice President, Corporate Advisory & Business TransformationEdelman

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Channels don’t exist in a vacuum either; they’re loaded with message content. However, there are ways to measure how effective the channels themselves are overall with your target audiences. We can track how many people have access to those channels or find them useful or easy to use. We can identify what types of topics they prefer finding through various channels. Module 3 will cover a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones.

MODULE 3:Evaluating the Success of Channels

Wednesday, Aug. 26, 3–4:30 p.m. EDT

LIVE/ON-DEMANDMODULES

Speaker

Shonali Burke, ABCPresident & CEOShonali Burke Consulting, Inc.

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Measuring messages and channels is an invaluable way to keep improving the quality of our work. However, executives often ask if the work we do is helping them achieve bottom-line results for our organizations. They want to see the connection between the communication we are doing and how that has changed the way employees work and the way customers and other publics interact with our organizations. Module 4 will demonstrate ways to either correlate our work with business outcomes or prove a direct cause-and-effect relationship that allows us to talk about credible returns on investment as other business functions do.

MODULE 4:Connecting Communication Measures to Business Results

Wednesday, Sept. 2, 3–4:30 p.m. EDT

LIVE/ON-DEMANDMODULES

Speaker

Sam RuchlewiczVice President, Digital Strategy & Data Analytics Warschawski

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LIVE/ON-DEMANDMODULES

This module will focus on reputation assessment and measuring earned media and earned social, two channels that offer unique opportunities for measurement. Participants will hear examples of how the most meaningful metrics to track can be consolidated into a dashboard of elements being tracked that helps communicators keep their eyes on the key analytics and share the results with executives.

MODULE 5:In-Depth Measures for Specific Channels

Wednesday, Sept. 9, 3–4:30 p.m. EDT

Speaker

Lusine KodagolianFounderStratInt Research

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All the preceding modules focus primarily on the “what” to measure. Many of the case studies included use a variety of research and measurement techniques. This final module provides best practices to follow and pitfalls to avoid when using the most common research methods — the “how” of evaluating success. The two methodologies we’ll be covering will be focus groups and surveys.

MODULE 6:Best Practices for Research Methodology

Wednesday, Sept. 16, 3–4:30 p.m. EDT

LIVE/ON-DEMANDMODULES

Speaker

Sandra Wills Hannon, Ph.D., APROwner and PrincipalThe Hannon Group

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DETAILS & PRICING

PRSA MEMBER RATES*

Early Bird Rate (Ends July 22 at 11:59 p.m. EDT)

$1,295

Regular Rate (After July 22)

$1,495

NONMEMBER RATE

$1,795

*Global Alliance members qualify for the PRSA Member Rate.

LEARN AS A GROUPSpecial Rates are available for groups of five or more. Please contact PRSA for more details.

RENEWAL CEUsParticipants with the APR credential earn 1.0 APR Renewal CEUs for each completed session of this course, for a total of 6.0 Renewal CEUs.

REGISTERprsa.org/Measurement-Analytics

CONTACT PRSA’s Professional Development department at PD@PRSA.org

CANCELLATIONS/REFUND POLICYRefund of the Measurement and Analytics Certificate Program fee, less an administrative fee of $100, will be made if written notice of cancellation is postmarked no later than July 22, 2020. Registrants whose cancellation requests are postmarked after July 22, 2020, will not be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Measurement and Analytics Certificate Program, 411 Lafayette Street, Suite 201, New York, NY 10003, or emailed to registration@prsa.org. If you cannot attend, you may notify PRSA by July 22, 2020, if another person will be attending the Certificate Program in your place. For substitution, nonmembers must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.