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Mastering Measurement for More Effective Communications


25 Oct 2017







Media analysis and research is increasingly seen as a strategic tool to: create more effective communications; demonstrate accountability; and manage performance and resources. Good measurement is a strategic and tactical business decision support tool. This workshop is designed to enable attendees to cut through the complex and often jargon-riddled world of communications measurement and understand how it can deliver better and more impactful communications. It will enable communications leaders to demonstrate their contribution to the business.

Interactive and practically focused, the workshop is led by two highly experienced measurement practitioners from The Measurement Practice, who will provide an overview of how measurement supports key business functions, and cover the basic principles of best practice in measurement.

Event Type: Classroom

Address: PRCA, London, SE10BE

Places available: 10

Places remaining: 1

Trainer: Colin Wheeler MPRCA

Image of trainer

Event Overview

How delegates benefit

Understanding the basic principles of measurement
How to embed measurement into the business
Understand and use key concepts and vocabulary of measurement
Ability to demonstrate the value of PR within the broader business context
Engage with other business functions
Improved planning, campaign management and ROI

What delegates learn
How to set measurement programme goals
Barcelona Principles – replacing AVE to demonstrate PR value
Linking PR activities to business metrics and data
Aligning PR metrics to business KPIs
Using measurement to demonstrate business leadership and accountability

Delegates will receive a full set of workshop materials