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Overview:
Measuring the effectiveness of public relations strategies has always been a challenge. But as the push for budget accountability in higher education advances, you must find ways to demonstrate the return on investment for your public relations initiatives.
This on-demand program focuses on measuring communications and public relations efforts in a logical and meaningful manner. It provides practical tips and measurement tools you can use to assess your contributions to your institutions' strategic goals, rather than just relying on the standard news clipping based approach.
Target Audience:
This web conference is designed for higher education public relations and media relations professionals looking for ideas on how to measure their efforts in a meaningful way.
Program Agenda:
| ON-DEMAND Presentation |
| Live Session Took Place On Tuesday, May 13, 2008 |
- Public relations & return on investment
- Shifting your perception of PR measurement means moving beyond the clippings binder
- It's not about the technology; it's about your approach
- What you should be measuring and why
- Understanding that one size does not fit all
- Using your institution's strategic plan to identify key metrics
- Employing a dashboard to track your efforts
- Tools that you can use to measure your public relations efforts
- Using surveys to your advantage
- Employing web analytics
- Understanding and implementing message maps
- Measuring the effectiveness of e-newsletters / emails
- Tracking online conversations
- Blogs, podcasts, and vodcasts
- Social networking sites
- Social bookmarking
- Video sites
- Twitter Tracker and other newer services
- How to communicate your success to your leadership team
- Shifting the perception of the PR office from a service unit to a strategic function
- Demonstrating your ability to facilitate and deepen conversations with key constituents over time
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Instructors:
Andrew Careaga, Director of Communications, Missouri University of Science and Technology
Andy has represented the Missouri University of Science and Technology for more than 16 years, serving as manager of public relations, news and features editor for UMR Magazine, and the university's first webmaster. Andy contributes to the university's first research blog, Visions, and managed the Name Change Conversations blog, which the university established to encourage communication with alumni, students, and other constituents about the institution's proposed name change. Andy is a frequent conference speaker and has written numerous books and articles.
Charlie Melichar, Vice President, Public Relations & Communications, Colgate University
Charlie is responsible for the overall messaging and positioning of the university. His primary focus is targeted, measurable public relations initiatives, using a mix of print, web, and publicity in order to build Colgate's reputation. He and his team have launched blogs, podcasts, video initiatives, and syndicated content and are dabbling in social networking. He joined Colgate after leading the media relations office at the University of Maryland, Baltimore County and working with ProfNet and PR Newswire.
Ordering Information:
Ordering
Order online using our secure ordering system, or call 720.488.6800. After ordering, you will receive a confirmation of payment or an invoice, depending on method of payment. All audio is streamed on your computer speakers using your computer's sound card. |
Shipping
A CD-ROM version of the archive will be mailed within 3 business days of the time the order is placed. Shipping within the United States and Canada is free of charge. For orders shipped outside the United States and Canada, an additional $35 USD will be charged. |
Order Online:
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