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KPIs - How to Measure Performance in PR and Corporate Communications


23 Apr 2019







Measuring performance is key to understanding your business and demonstrating return on investment (ROI) in your client accounts and to your shareholders. But where to begin? What to measure? How do we include all aspects of business in one report?
By creating a grounded performance framework based on the four core elements of your business you will demonstrate a full understanding of your business and provide assurance to your internal and external stakeholders
This one-day course explores the performance framework in each of the core elements of Revenue, Cost, Customer Satisfaction & Employee Engagement and will help you meet the challenges of performance reporting in your business.

Event Type: Classroom

Address: PRCA, London, SE1 0BE

Places available: 10

Places remaining: 7

Trainer: Michelle Bailey MPRCA

Image of trainer

Event Overview

How attendees will benefit
Through exploration of a little theory, practical exercises and group discussion delegates will:

  • Be able to create Key Performance Indicators which are specific, meaningful and focus on outcomes and results, not output
  • Gain a detailed understanding of the four core elements of business performance (Revenue, Costs, Customer Satisfaction & Employee Engagement) and how they come together in a value chain to drive positive performance
  • Build confidence in creating PR specific KPIs and presenting results simply, clearly and effectively
  • Develop their understanding of business cycles and patterns in performance which can help us plan and prepare for change in our business

Who should attend
This course is aimed at business managers, account managers, business owners and executives with an interest or accountability for business performance reporting.
What attendees will learn

  • What is a Key Performance Indicator (KPI)
  • How to write a SMART indicator of performance
  • The difference between output and outcomes
  • How to present data in a simple, effective way using RAG reports (Red, Amber, Green)
  • The importance of measure, do, measure
  • How to produce performance reports which are reliable, valid, consistent and meaningful
  • Common mistakes in KPI reporting
  • About the value chain and relationships between  employee engagement, customer satisfaction and financial performance
  • The underlying theory of generating business goals