Creating your measurement plan
MORNING WORKSHOP

Creating your measurement plan

March 19, 2013 from 9 a.m.-11 a.m.
Washington, D.C.
The Mayflower Hotel
Price: $295
Member Price: $245

Presented by: Ragan Communications

  • The importance of goal setting and measurement
  • The differences among outputs, outcomes and business results
  • How to build a robust, consistent measurement
  • Why social media can and should be measured




Product Code: Y3CK1DC
Quantity:
 
  • YOUR SPEAKER:
    David Rockland Ketchum
    Dr. David Rockland

ABOUT THE WORKSHOP

Solid measurement is critical for communicators to understand why their communications succeed or fail. Measurement gives us the insights to map a way forward, and the first step in any communications plan is to grasp the business rationale for communications. That done, communications goals emerge that harmonize with business goals. You can track and analyze progress more easily: outputs (the impact on earned channels), outcomes (the impact on target audiences) and business results (the impact on the organization). If you understand the difference among these terms, and you know when to apply them to your work, you'll know how to show PR's value.

Join Dr. David Rockland as he analyzes the measurement landscape. David manages the Ketchum Agency's measurement globally and spearheaded the first-ever PR measurement standards. He has helped many global companies measure and to ensure their measurement is consistent across countries and business units.

This session will provide understanding of:

  • The importance of goal setting and measurement
  • The differences among outputs, outcomes and business results
  • How to build a robust, consistent measurement
  • Why social media can and should be measured
  • Transparency and replicability of sound measurement
Dr. David Rockland joined Ketchum in 2000. He manages the Research business at Ketchum including its global network in the U.S., Costa Rica, Brazil, India, China, Germany and the U.K. In addition, David directs Ketchum Pleon Change, the firm's management consulting enterprise. He manages about 150 people in the two business units. David also formed Ketchum Interactive, now known as Ketchum Digital.

Attendees are invited to the opening night cocktail party at McCormick & Schmick's Seafood Restaurant from 5:15 p.m.-7:30 p.m. (The restaurant address is: 1652 K Street NW.)