How do you research and evaluate your communications plan? Does the C-suite know the value that your communications bring to your organization?
Measurement and evaluation are critical elements for the field of Communication. Developed at the second European Summit on Measurement in July, and the result of a successful collaboration between the Institute for Public Relations, MEC, PRSA, the Global Alliance and the International Communications Consultancy, the Barcelona Principles are the industry’s first step toward the establishment of global guidelines for public relations measurement. We will be taking a deeper look at these seven principles, how they can be applied to all areas of communications and provide examples on how to adopt them into your organizations.
The session will be presented by Pauline Draper-Watts, Independent Consultant and Chair, IPR Commission on PR Measurement and Evaluation.
We will be raffling off IABC’s research foundation book set entitled: CORE Communication: A Guide to Organizational Assessment, Planning and Improvement and the accompanying workbook.
Pauline is passionate about good research and solid media analysis that demonstrates the effectiveness of communication. Her expertise extends into examining the contribution of social media, publicity and PR to the overall health of a brand, linking media analysis to other research and integrating it with additional metrics.
She was a founder of Precis, one of the longest-established media analysis companies. She has extensive experience in working with major corporations, both nationally and internationally, spanning numerous industry sectors, including automotive, finance, utilities, pharmaceuticals, technology, government, and consumer products.
Pauline is Chair of the IPR’ Commission on Public Relations Measurement & Evaluation which exists to establish standards and methods for public relations research and measurement, and to issue authoritative best-practices white papers.
She has been a presenter at various conferences including IABC, PRSA, American Strategic Management Institute and the Word of Mouth Marketing Association in addition to speaking at client conferences and leading workshops. Her most recent major conference was the European Summit on Measurement in Barcelona.
She has been a judge for various awards, including the PRSA Silver Anvils and PR Week Awards, the IPR Jack Felton Golden Ruler Award and is the recipient of three AMEC gold awards for media analysis.
She has co-authored various papers including “Trends in Informal WOM – Information and Usage” for WOMMA’s Measuring Word of Mouth, Volume 4, “Using Public Relations Research to Drive Business Results” for the IPR and “Documenting the Business Outcomes of Public Relations” for the PRSA. Most recently she has worked on the “Barcelona Declaration of Measurement Principles” which was adopted following the European Summit on Measurement.
When Pauline is not working she spends time with her husband supporting local not-for-profits, planning new adventures or putting her feet up and reading a good book!
Wednesday, January 19, 2011, 11:00am – 1:00pm
516 North Clark Street
Chicago, IL 60654