Measurement Certificate Course for Communicators
Wednesdays, Oct. 12, 19 and 26, 2022 • Virtual
1-3 p.m. ET
Principles and Best Practices to Prove ROI
Includes Certificate Upon Completion of Course
Train ➡ Test ➡ Transform
Create a measurement index • Master new KPIs • Boost performance
Improve ROI • Transform data into insights • Increase recognition
Included in this class:
- “Office hours” to consult with your instructor
- Handouts and assessments for your comms program
- Interactive breakouts and networking with fellow attendees
- Interactive Q&As with expert guests leading measurement efforts
Did you know almost 40% of your peers would apply an increase in budget to improving their metrics? Or that over 30% cite a lack of data to prove value as a roadblock to effective communications? (Source: Ragan's 2022 Communications Benchmark Report)
This series with the most recognized names in measurement is the practical certificate program you need to improve your metrics, prove your value and boost your communications results — whether you're in internal and employee comms, media relations or even social media. The curriculum, classroom collaboration and presenters will help you transform your best intentions into actionable plans with measurable goals.
If you need one approach to guide, measure and improve all your work — and that of the departments you collaborate with so you’re speaking the same language — this is a turnkey solution you can't afford to miss.
TOP 10 SKILLS YOU’LL MASTER UPON COMPLETION:
- Define and set more meaningful goals and objectives
- Incorporate SEO into your measurement program
- Apply the latest Barcelona Principles to everything you touch,
including DEI and ESG efforts, employee branding and even retention - Understand and implement smarter KPIs across your content mix
- Design bespoke metrics that reflect your contribution to the bottom line
- Select the best possible measurement tool for your specific metrics
- Analyze data using Excel Pivot Tables and extract actionable insights
- Use Google Analytics 4 (GA4) to show how you’ve moved the needle
- Design an integrated measurement dashboard that merges internal and external,
digital and traditional media, events and social outreach - Earn the C-suite’s respect (and a bigger budget) by delivering results and ROI
Classroom Materials (Exclusive for Attendees):
- AMEC’s Barcelona Principles 3.0
- Dictionary of Public Relations Measurement and Research
- “Kick-Butt” Measurement Index Worksheet
- AMEC’s Integrated Measurement Framework
- Executive Summary: Ragan's 2022 Communications Benchmark Report
AGENDA
Join to beat data overload to successfully track — and improve — your communications results. You’ll receive assignments, a certificate of completion and a measurement plan you can tailor to your organization.
Too many communications programs fail to go beyond surface vanity metrics that don’t tie to organizational goals — or help teams improve their messaging and results. This session will give you the planning roadmap you need to track and prove organizational impact. You’ll learn:
- How to audit, test and assess your organization’s communications
- How to define and set more meaningful, measurable objectives
- The latest Barcelona Principles and what they mean to your program
- 6 steps to the perfect measurement system — from setting objectives and aligning activities to tracking outputs, outtakes and outcomes
- A simple integrated matrix to help you track and report internal comms, employee engagement, executive comms, media relations and social media
✓ Homework: Define 3-5 SMART, measurable objectives and the appropriate measures of success that you might use to track progress against those objectives.
Instructor: Katie Paine is author of The Measurement Advisor and president of Paine Publishing.
Guest: Nicole Moreo is the North American Chapter Chair of the International Association for the Measurement and Evaluation of Communications (AMEC) and the head of customer insights at LinkedIn
Now that you have the basics down and assessed where you stand, let’s take the next step and turn the spotlight on tailoring the framework you learned to the specific metrics, methods and tools you need to execute a practical measurement program for your organization. You’ll learn:
- Essential KPIs to measure: How to track everything from trust and credibility to loyalty, engagement, DEI communications, social responsibility and more
- How to define bespoke metrics for your team’s specific needs
- How to use GA4 to show your contribution to the bottom line
- Insights to select the best possible measurement tool for your specific metrics
- How to address questions about measuring ROI for your efforts
- Special focus: How to design and implement an internal comms measurement program
✓ Homework: Create and define a Kick Butt Index that aligns with the measurable objectives you defined in the prior session.
Instructor: Katie Paine is author of The Measurement Advisor and president of Paine Publishing.
Guest: Julie O’Neil, Ph.D., is a professor and associate dean of graduate studies and administration at Texas Christian University.
Guest: David Whiting is the U.S. Lead for CommsTech Solutions overseeing Data and Analytics at Edelman
Just because you have a tailored measurement playbook in hand doesn’t mean you’re able to capture, contextualize and communicate your results in a way that your teams and execs need to drive real-time decisions. In this session, you’ll learn:
- Analysis: How to question, interpret and explore your results to answer specific questions — and provide recommendations to solve programs and drive action
- How to use Excel Pivot Tables to extract actionable insights from your data
- Data storytelling fundamentals: Organizing, formatting and summarization — including how to filter, clean up and validate your data before presenting it
- How to use free tools to create a single integrated dashboard that includes internal and external comms, traditional, digital and social media
- Next steps: How to apply what you learned to DEI, ESG, employer branding and even employee retention
✓ Homework: Using some of your existing data, create an Excel Pivot Table (or a Google Sheets Pivot Table) and a chart from that pivot table.
If you can’t attend one or more of the sessions live, you will receive the on-demand versions to complete the course.
Top 5 reasons to attend this virtual summit:
- You’ll listen to and interact with the nation’s top measurement experts.
- You’ll receive a Measurement Certificate.
- You’ll get access to all presentations and an on-demand recording of the course.
- You’re guaranteed extensive, how-to instruction you can use immediately.
- You can attend this immersive course in small segments over 3 weeks.
| Early Bird Rates (until Sept. 28) |
Regular Rates | |
|---|---|---|
| Registration | $799 | $899 |
| Ragan Insider Registration | $699 | $799 |
| Nonprofit/Gov/Edu Registration | $649 | $749 |
Phone registrations and group pricing: For group orders please contact our customer service team at 800-878-5331 or cservice@ragan.com
CService@Ragan.com or by calling 800-878-5331.
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Cancellation Policy: Fees are non-refundable. Substitutions will be accepted up to 7 days prior to the event for another virtual event of equal value.
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