PR Measurement Metrics - from Concept to Implementation Reality

The PRCA is delighted to be supporting a half-day conference  on 17 November 2010 showcasing new measurement metrics, run by AMEC, the International Association for Measurement and Evaluation of Communication.

The Barcelona Principles was the PR measurement framework which energised the PR and media intelligence sectors when it was adopted in June this year. But what's happened since? Is progress being made, and how can PR professionals use the new metrics? Find out on

Wednesday 17th November, 13:00 - 16:30
Strand Palace Hotel - Exeter Suits, 372 Strand, London. WC2R 0JJ

Delegates can expect to gain new insight and practical thinking on standardising effective measurement and evaluation techniques.

    * new thinking - from PR industry and communications research experts in the UK and US
    * practical - advice to the PR professional on using new programme metrics
    * interactive - your opportunity to contribute your own thinking
    * the last step - the conference follows consultation on new AMEC taskforce thinking on new metrics by the CIPR and PRCA.

Member rate: £120    Book online now

Special member rate discount for members of AMEC, PRCA, CIPR and PRSA: £100 per person if 2 people book from same company.

Featuring a great line-up of speakers:

David B. Rockland
Ph.D., Partner/CEO Ketchum Pleon Change and Global Research, New York.

Sally Costerton
Chairman & CEO Europe, Middle East & Africa (EMEA) Hill & Knowlton and Chairman of the PRCA.

Alison Clarke
Group Business Development Director, Huntsworth PLC, and Chairman of PRCA Best Practice Committee.

Jane Wilson
CEO at the CIPR

Rob Brown
Managing Director, Staniforth and Chair of CIPR Social Media Panel.

Tim Marklein
Executive VP, Measurement & Strategy, Weber Shandwick - the chair of AMEC's post Barcelona Principles taskforce on Social Measurement.

William M. Murray
PRSA President & COO.

Mike Daniels
Chairman of AMEC and Director of Report International.

Ruth Pestana
Worldwide Director of Strategic Services from Hill & Knowlton - the chair of AMEC's taskforce on validated metrics.

Full Programme

12:30 Registration and networking

13:00 Welcome: the ambitions of the conference

Mike Daniels, Chairman of AMEC and Director of Report International.

13:05 - 13:10 How we are going to run today's event?
Conference Moderator, David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research. First 60 minutes is also a live Webinar.

13.10-13.25 Is the end of AVEs in sight? Overview of AMEC Taskforce activity on the standards needed to define 'validated metrics' to replace AVEs.
Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton - the chair of AMEC's taskforce on validated metrics.

13.25-13.40 How to get started in measuring social media, and what are the definitions of relevant metrics?
Tim Marklein, Executive VP, Measurement & Strategy at Weber Shandwick. Overview of second AMEC taskforce.

13.50 - Questions - Discussion (priority given to questions from Webinar callers)
David Rockland.

13.58 Summary
David Rockland

14.00 Webinar part of conference ends

14.00 Getting down to practicalities
David Rockland sets out the rest of the day.

14.05 What do we need to do to persuade the PR professional to give up his dependence on AVE and convince the client to use AMEC's new validated metrics as well?
Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton - the chair of AMEC's taskforce on validated metrics.

14.20 Panel: What we need to do to change up from AVEs?
Alison Clarke, Group Business Development Director, Huntsworth PLC and Chairman of PRCA Best Practice Committee
Jane Wilson, CEO, CIPR

Questions/Discussion - Alison Clarke, Ruth Pestana, Worldwide Director of Strategic Services from Hill & Knowlton - the chair of AMEC's taskforce on validated metrics; Jane Wilson, CEO, CIPR. Moderator: David Rockland.

15.00 Refreshment and short networking break

15.15 How to persuade your client that measuring social media is essential
Tim Marklein, Executive VP, Measurement & Strategy at Weber Shandwick.

15.30 Panel: How do we persuade clients to measure results of social media?
Sally Costerton - Chairman & CEO Europe, Middle East & Africa (EMEA) Hill & Knowlton and Chairman of the PRCA.
Rob Brown FCIPR - Managing Director, Staniforth and Chair of CIPR Social Media Panel.

Questions/Discussion - Sally Costerton, Rob Brown. Moderator: David Rockland.

16.10 Have we done enough to persuade you?
Summary and Q&A by David Rockland and Bill Murray, CEO of the Public Relations Society of America.

16.30 Conference close

Mike Daniels closes conference.

For further information please contact Caroline Hadfield AMEC Event Manager on carolinehadfield@amecorg.com

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