Measuring Organizational Trust and Relationships: S.M.A.R.T Tools and Smarter Strategies

With trust in information sources at an all-time low during historical crises including COVID-19, communicators can’t rely on eye-popping visuals, influencer partnerships or PR stunts to move the needle for their organizations and clients in long-term ways. No matter how outstanding your campaigns and content, communicators must harness effective evaluation and measurement methods to truly understand the effects of their efforts.

Katie Delahaye Paine, Founder and CEO of Paine Publishing and Johna Burke, Global Managing Director for the International Association for the Measurement and Evaluation of Communications (AMEC), will discuss how a strong measurement framework can strengthen and power your strategies and campaigns—and how you can start using this foundational resource in your current efforts.

You’ll learn:

• What’s in the newest update to the Barcelona Principles—and what that means for you and your organization
• Steps to creating S.M.A.R.T. goals and communications strategies
• The top measurement trends to harness, so you can craft effective PR and media relations that foster trust and loyalty
• The biggest measurement mistakes you can make—and why some call impressions and net promoter scores the “new AVEs”