Cancelled Metrics That Matter: Telling Data-Driven Stories That Make Dollars and Sense

This event has been cancelled. If you have registered for the event, a refund will be issued shortly.

Thank you for your interest in attending PRSA NCC workshops.

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We have more PR measurement tools than ever before; so many, that we don’t know what to do with most of them. The thing is, no matter how good a tool is, you still need smart people using it in a smart way, to derive the most benefit…otherwise, it’s useless.

Being able to connect the dots between what we do, and what we’re trying to achieve – i.e., between PR outputs and outcomes – remains one of the single-most important skills for the 21st century PR pro… and one of the most challenging.

In this two-part workshop, you will:

• Learn the basics of good PR measurement and, conversely, the seven deadly sins of bad measurement
• Understand how to differentiate between fact and fiction in the measurement context, and the two acronyms to stay far away from
• Master the process behind creating effective and realistic measurable objectives
• Learn how to incorporate online analytics into your PR measurement without having to go back to school for data science
• Understand how to make the right kinds of correlations between your communication efforts and your organization’s business objectives
• Learn which metrics are most valuable to your C-Suite and clients, and how to build meaningful performance dashboards

About the Instructor:
Shonali Burke is an award-winning marketing communications strategist who helps purpose-driven organizations tell data-driven stories to bring their big ideas to life.

A veteran of large and small PR agencies, Shonali has worked with, among others, the ASPCA, where she spearheaded crisis communications around the 2007 pet food recall and Michael Vick case, Cirque du Soleil, Oxfam America, the United Nations Foundation, Baptist Memorial Health Care, and USA for UNHCR, for whom she designed its now-textbook digital “Blue Key” campaign.

An early adopter of social media, Shonali founded the #measurePR hashtag and Twitter chat, and was the first Indian American woman to be named to PRWeek’s “Top 40 Under 40” list of U.S.-based PR pros. She teaches multiple courses for The Johns Hopkins University’s M.A. in Communication program, and is a 2021 graduate of the Harvard Business Analytics Program, where she continues to volunteer as a student ambassador.