Livingston, NJ (PRWEB) October 12, 2012
BurrellesLuce (http://www.burrellesluce.com) Senior Vice President Johna Burke will tell PR practitioners why and how they should measure a PR campaigns value against an organizations larger objectives in a workshop she will lead at the international conference of the Public Relations Society of America, to be held Oct. 14-16 in San Francisco.
Just a block away, another BurrellesLuce executive will speak at the 2012 conference of the Public Relations Student Society of America. Tressa Robbins, vice president, Media Contacts and Social Media Solutions, will discuss the essential role now played by social media in public relations. And, with a co-presenter, she will advise the PR majors who gather in San Francisco on what they shouldand should notdo when planning and managing the social media component of a promotional campaign.
The theme of the PRSA meeting is The Future Starts Now, while the PRSSA meeting will concentrate on Bridging the Gap. Burkes session, part of the scheduled first set of professional development workshops in a track devoted to strategies, will be held on Sunday, Oct. 14, from 3:00 p.m. to 4:15 p.m. Robbins presentation is slated for Saturday, Oct. 13, from 4:00 p.m. to 5:00 p.m.
The subject of Burkes workshop has taken on increasing importance in recent years. As Burke notes, Public relations and marketing practitioners must assess the value of campaigns in order to understand what is working. But effectively demonstrating the impact of their efforts requires practitioners to become familiar with, and to internalize, the metrics used by other departments within the organizationincluding the metrics defined by the accounting team.
Burke will touch on several essential steps in that process, among them:
Identifying both the quantitative and qualitative metrics that can be applied.
Learning how to decipher an organizations mission and business strategy, including key objectives and benchmarks.
Calculating the true total cost of a project, taking into account the often-hidden, yet always-real, price of sorting through unverified monitoring coverage.