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PR IMPACT MEASUREMENT AND KPIs FRAMEWORK

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Date: 19 November 2017 - 23 November 2017
Course ID: ADDQ046/2017
Duration: 5 Days
Fee US $ + VAT: 4200 US$
Venue: Istanbul / Turkey
Category: Leadership, Management, Strategy, HR and Soft Skills

Introduction:

Public relation has evolved at an extremely fast pace over the past decade. With this evolution must come a comprehensive and effective way of measuring its value. In the past years, the value of PR was often compared to marketing and advertising. Yet many organizations tried to measure their PR effort with Advertising Value Equivalents (AVEs)—or didn’t measure it at all. The PR industry has since done away with AVEs and moved toward sophisticated and strategic measurement practices. As we work to help drive change in our industry, we’ve put together this measurement guidebook outlining the latest principles of PR Measurement guidebook outlining the latest Principles of PR Measurement. Guidebook outlining the latest Principles of PR Measurement have been adopted nowadays by hundreds of companies around the world.

Objectives:

o Planning and preparing for presentation and public speaking.

o Critically evaluate a wide range of public relations theories, concepts, and practice.

o Locate public relations theory and practice in wider academic and social contexts

o Evaluate the impact of public relations on the organization/clients and wider contexts.

o Apply a range of public relations concepts in the workplace and the sectors they operate in.

o Be able to create Key Performance Indicators which are specific, meaningful and focus on outcomes and results, not output in public relation.

o 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.

o Build confidence in creating PR specific and well delimited KPIs and presenting results simply, clearly and effectively.

o 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 program will be animated by a certified trainer and qualified expert in the field of Management, Public Relations, and Consultancy Services. We expect the client to represent the top and middle management levels in the companies.

Daily Outlines:

Daily Course Timings:

o 08:00 - 08:30 Morning Coffee/Tea and Networking Session

o 08:30 - 10:00 First Session

o 10:00 - 10:20 Coffee Beak/Tea/Snacks

o 10:20 - 12:00 Second Session

o 12:00 - 12:30 Break and Prayer Time

o 12:30 - 14:00 Last Session

o 14:00 - 15:00 Buffet Lunch



Program Outlines:



DAY 1:

Measuring PR Effectiveness

o Identifying the Objective of PR and Marketing

o Highlighting the Purpose of PR Evaluation (Output, Outcome)

o Evaluating the PR Process and Strategic Goals

o Matching Business Objectives and Results

o Measuring Production and Exposure

o Identifying the Weaknesses of the Traditional Approach



Day 2:

Measurement Techniques

o Planning and Managing PR campaigns

o Measuring and Evaluating PR

o Widening Stakeholder Engagement

o Leading Practical Public Affairs

o Managing Company and Personal Reputation



Day 3:

Establishing KPIs

o Explaining the Pillars of KPI Architecture and KPI Selection

o What is a Key Performance Indicator (KPI)

o How to Write a SMART Indicator of Performance

o The Difference Between Output and Outcomes

o How to Present Data in a Simple, Clear and Effective way

o Presenting a PR and Business Case

o KPI Management Enablers: Software, Hardware, Communication And Culture



Day 4:

The Significance of Measuring KPIs

o Highlighting the Importance of Measure, Do, Re-Measure

o Producing the Performance Reports that Must be Reliable, Valid, Consistent and Meaningful

o Discussing the Common Mistakes in KPI Reporting

o Clearing up the Value Chain and Relationships Between Employee Engagement, Customer Satisfaction and Financial Performance

o Explaining the Underlying Theory of Generating Business Goals

o Deploying KPIs to generate value.

o Measuring PR Impact With KPIs and Generating Value From Using KPIs





Day 5:

The Role of Financial PR and Investor Relations

o The Role of Communications in Financial Markets and Key Nodes of Influence in circulation of Financial Information

o The financial calendar: Announcements by Publicly Quoted Organizations and Development of Financial PR Programmes.

o Financial PR and the Social Media

• Critical Evaluation of the Financial PR Function

• Contribution of PR to Market Transparency

• Financial PR within a Corporate Communications Framework

o Concluding Part and Sharing Some Tips and Advice

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