imPRove training: Measurement and Evaluation

imPRove training: Measurement and Evaluation
Event on 2015-07-17 09:30:00

Practical and cost-effective training for PR practitioners in Wales 

Measurement and Evaluation 


Workshop aim


The aim of this two-day workshop is to bring you up-to-date on the latest developments and guidance on planning and measurement. It will take you through the process of setting the objectives and choosing the right measures, using case study examples where possible. It will help you to advise your organisation on the importance of linking PR campaigns to business objectives, to explain why AVE is a discredited measure and why research is the foundation for planning PR campaigns.


Who should attend?


Suitable for practitioners involved in the design and running of PR programmes


What to expect?


• an overview of global best practices approaches 

• group discussions based on case studies 

• practical exercises. 




Participation in the workshop will provide you with the knowledge to:

• understand the latest global practice in research, planning and measurement 

• set objectives linked to your organisation's goals and choose the right measure 

• know the difference between outputs and outcomes 

• understand the balance between research, planning and measurement

• understand non-AVE measures.


About the Trainer:


Andrew Smith is Managing Director of Escherman, a specialist online PR, SEO and analytics consultancy. With a career spanning 29 years of public relations and journalism, he has developed and implemented many highly successful strategic PR and marketing communications programmes for some of the world's biggest brands including IBM, CapGemini, MySQL, Apple (FileMaker) and Checkpoint.


Andrew has been a consistent PR innovator, being among the first UK practitioners to exploit email (1991), the World Wide Web (1994) and Twitter (2007). Described as the "de facto godfather of PR blogging", he is a regular speaker and media commentator on the integration of PR with social media, search optimisation and analytics. He is also co-author of two bestselling social media books, Share This and Share This Too, and a member of the CIPR's Social Media Panel


This course carries
10 CIPR CPD points

at Working Word PR
Southgate House
Cardiff, United Kingdom

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