Monitoring and evaluation is an essential part of effective communication. It allows us to gather evidence on the impact of our work and gives us insights in how effectively and efficiently we achieve our communication goals. This workshop will explore best practice in PR measurement and evaluation and involve practical sessions on ways to measure campaigns.
Meaningful and robust data also helps us in showcasing the value of effective communication to different audiences and through different channels in a rapidly changing environment. We need to ensure that we have the most appropriate and cutting edge tools to measure the impact of our communication activities. This workshop will explore best practice in this area and include practical sessions on ways to monitor and evaluate our work.
The workshop will take you through the process of setting communication objectives, and identifying the right measures to monitor and evaluate the activities chosen to achieve these objectives. Case studies will help understanding of how to set objectives linked to business goals, choose the right measures to monitor and evaluate, and achieve the right balance between research, planning and measurement.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- the latest global practice in research, planning and measurement
- setting objectives linked to your organisation’s goals and choose the right measure
- knowing the difference between outputs and outcomes
- understanding the balance between research, planning and measurement
- understanding non-AVE measures.
Training level: Introductory-Intermediate
To enrol in this course, please register online or email community@mepra.org
For any additional inquiries, please call Sabrina De Palma, our Executive Director, on +971 55 5318 920
Facilitator: Andrew Smith is Managing Director of Escherman, a specialist digital PR, SEO and analytics consultancy in the UK. With a career spanning 32 years of public relations and journalism, he has developed and implemented many highly successful strategic digital PR and marketing communications programmes for some of the world’s biggest brands including IBM, CapGemini, Apple and Checkpoint.
He is a co-author of ‘Share This’ and ‘Share This Too’ (publisher: Wiley), practical handbooks to the biggest changes taking place in the media and its professions. Commenting on the first volume, Lord Sugar said: “This book is a useful guide to using social media effectively”.
Andrew is currenlty a trainer and consultant in social media, analytics, SEO and digital marketing for the Chartered Institute of Public Relations (CIPR), the Public Relations & Communications Association (PRCA), the Media Trust, the Incorporated Society of British Advertisers (ISBA), the Amber Group, Understanding ModernGov and the SMi Group. He has consulted or provided training to over 600 organisations in the last seven years including NATO, the Department of Environment (DEFRA), NHS, Specsavers, Sky, Jaguar Landrover, Disney and many others.
He has also provided analytics and digital marketing training to numerous charities and charitable foundations including Wellcome Trust, Alzheimers Society, Cure Parkinsons, Dogs Trust and Blesma.
Andrew has been a consistent digital innovator, being among the first UK practitioners to exploit email (1991), the World Wide Web (1994) and Twitter (2007). Described as the “de facto godfather of PR blogging”, he is a regular speaker and media commentator on the integration of PR with social media, search optimisation and analytics. He is a member of the CIPR’s Measurement Panel and also holds the Google Analytics Individual Qualification as well as being an approved Google Partner in search advertising.
Accreditation: MEPRA has partnered with UK’s Chartered Institute of Public Relations (CIPR) to establish a continuous professional development (CPD) program. MEPRA members will receive access to CIPR’s CPD platform, which includes more than 1,200 learning resources and enables practitioners to map their training journey and earn their way to becoming MEPRA and CIPR Accredited Public Relations Practitioners. This course is worth 10 CPD points. For more information on CPD and accreditation click here.
Please note that there are no cancellations & refund upon confirmation.
