A lot of careful planning has been abandoned in the face of a global pandemic.
Being flexible is good. It enables an organization to stay in touch with community stakeholders and participate in the conversation around an all-consuming crisis. However, determining what parts of your new strategy have been effective can be tricky.
A good measurement strategy is based upon expected outcomes. You outline what effect you hope to have before executing a plan, and then establish systems to measure key performance indicators.
The problem in the current circumstance is that you might not have set out to monitor the indicators that you now need to evaluate your strategy.
This dilemma is the focus of PR Daily’s Media Relations & Measurement Virtual Conference May 14–15. You can join us from the safety and social distance of your home office and hear from industry experts who are working through these problems in real time.
In their opening keynote Jennifer Rankin-Byrne, vice president of corporate communications for PBS, and Tamra Johnson, assistant vice president of public affairs for American Property Casualty Insurance Association, will share just how they are measuring their current messages.
Their highlighted strategies will include media monitoring, short-form content creation, and metrics that matter (and those you can discard).
Measurement and PESO
In gauging your organization’s content goals, which competitive benchmarks should you pursue? How can you track analytics on Google Tools and social media to build a case for the value of your work?
Katie Delahaye Paine, founder and CEO of Paine Publishing and a leading voice on measurement, will share how you can set more precise goals that align with business needs, report on your progress, and develop credibility and authority within your organization.
More than ever, communicators must be creative storytellers who can translate numbers into moving narratives that influence decision-makers.
Paine will show you how the PESO model can be a great fit for your comms strategy, both during and after the current crisis.
COVID-19 and purpose
Many organizations are looking to share how they are authentically empowering and improving their communities—particularly amid the current crisis.
We’ve seen many communications leaders proclaim the power of corporate purpose. For some organizations, the principle has been a lifeline for communicating during a time when non-COVID-related messages get forgotten—or derided.
Jason Rahlan, Edelman’s director of social impact and philanthropy, and Alex Heath, its executive vice president and group head for business and social purpose, will offer strategies for how to share news about your charitable efforts.
Takeaways will include how to sell initiatives to your colleagues and leaders, how to make the business case for community outreach and investment, how to ensure your messages feel authentic—not opportunistic—and more.
Make sure to join us for this two-day conference and get access to recordings after the event to review on your own schedule.