PR Measurement Virtual Master Class

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Friday, April 14, 2017 - 12:00pm
Three Hours


12:00-1:00 PM

Guess what PR pros? You're data scientists, too

Brandi BoatnerIn the digital age, content is still the undisputed champion. We don't connect to crowds—we connect to individuals within the crowds. PR professionals must grow their roles as practitioners into roles of data scientists in order to increase brand awareness and build customer engagement. Brandi Boatner, digital experience manager at IBM, will discuss how analytics can help PR pros better understand customers and anticipate their future behavior and needs.



In this session, you will learn:

  • To better understand your customers through data
  • How measurement can increase retention and turn customers into advocates
  • How data scientists are a hybrid of business analysts and artistic storytellers
  • How metrics can more effectively shape your organization's narrative
  • Why PR pros must embrace the necessity for measurement
Brandi Boatner is the digital experience manager for IBM's Global Technology Services in New York City.

1:05-1:55 PM

Use data to pitch the right journalists and build relationships with the press

Gregory GalantPitching the right journalist used to be a guessing game. Now there's a science and an art to finding the perfect journalist to pitch your story to. Dramatically increase your media placements by using article and social media data. In this session, you'll see exactly how to connect with and pitch journalists on social media and beyond. You'll learn advanced media relations straight from Muck Rack's survey of 25,000+ journalists.



In this session, you'll learn:

  • Search techniques to find the perfect journalist to pitch
  • How to pitch and build relationships with journalists
  • How to use social media to respond first to media queries
  • Guidelines to contact reporters on social media without offending them
  • The do's and don'ts of pitching on social media and by email
  • How to supply videos, photos, & infographics multimedia reporters want
  • Rapid-response PR: Tools to monitor news, adjust your media tactics fast, and report your PR effect
Gregory Galant is co-founder and CEO of Muck Rack and Sawhorse Media.

2:00-3:00 PM

Show me the money: PR measurement metrics that impress the C-suite

Sandra Fathi  For far too long, PR professionals have measured the value of their programs by outdated metrics (ad equivalency), meaningless measures (vanity metrics) or PR-activity metrics (instead of business-outcome measures). If you want a seat at the table, it's time you learn how to speak the language     executives understand. We in PR must carry on our trade in the currency of business metrics. In this session, we'll identify the Key Performance Indicators (KPIs) that really do show the value of your work and furnish a credible ROI for PR in your organization. Beyond conventional quantitative and     qualitative analysis of media hits, there are many methods that any company can adopt: tracking lead & revenue generation, share of voice, competitive benchmarking and correlations with business outcomes. 


In this session, you'll learn:

  • Metrics that matter to the C-suite
  • Proving performance optimization and innovation in PR
  • Data analytics for the PR pro
  • Tools and resources for measurement
  • Reporting to executive leadership
Sandra Fathi is the president and founder of Affect, a PR, marketing and social media agency.