We're back to meeting in person! 3:30-4pm Registration/Networking | 4-5pm Program
Online is also available.
For many of us, fourth quarter is a time to measure and evaluate our PR plans from the year. Do you measure and evaluate results? If no, why not? Is it because you're afraid your results won't be strong enough? Or perhaps you just weren't sure what data would be useful or there is a lack of clarity in how it should be used? If you do measure the effectiveness of your PR plans, what is the measurement focus? Does it center around the target audience for your campaign, emphasizing the building and maintenance of your relationships, OR are you simply collecting data around counts, such as clicks on social media?
PR practitioners have always been challenged with measurement - if we should and how to best do it. Join us for an expert-lead dynamic discussion and deep-dive into the topic. Together we will discuss the "Buzz" around Big Data and how it might change PR. The utility of a wide range of typical PR measures will be considered and we will explore how diving deeper into metrics that help you to build and maintain relationships, the essence of PR, may support your PR strategy.
At the conclusion of this program, attendees will have a better understanding of:
How data is currently utilized in marketing and advertising and how they can be useful to PR efforts;
How interpretation of data may change given its context and use;
How data interpretation informs perceptions about products and services;
How centering measurement efforts around building and maintaining relationships can support their long-term PR goals and strategies;
What they can be doing now to begin measuring their PR efforts;
What all this means for PR in the future.
SPEAKERS:
Brent Hawkins, Founder, TR Data Strategy
Brent Hawkins is the Founder and President of Twisted Root Data Strategy (TRDS). Brent provides data strategy analysis and marketing consulting to the manufacturing, non-profit, medical and retail sectors, and over the course of his career he has worked with both start-ups and Fortune 500 companies.
Prior to starting TRDS in 1999, Brent spent more than ten years in progressive sales, marketing, and management roles with S.C. Johnson and Crayola. He then started his own consulting business to help clients use their data to gain better profitability and increase sales in the ever-changing world of retail. Some of his clients have included global companies such as BIC, Johnson & Johnson, and Walmart.
Brent uses data to analyze trends and gaps in the marketplace that have both created new categories and grown existing ones. He has experience in 31 product categories across retailers and manufacturers, and has worked extensively in the e-commerce space to improve his clients' sales not only on their own websites but also on third-party websites such as Amazon and Wayfair.
Today, Brent's TRDS team includes top-tier talent who provide invaluable insight and support to clients under Brent's leadership.
In addition, Brent has spoken at national conferences on the topics of Advanced Category Management, Omni-channel Data and Data Best Practices.
Brent has a B.A. in Economics from Michigan State University and an M.B.A. in Marketing and Finance from Grand Valley State University.
Katie Daniels, PhD.; Owner/Principal Consultant, Social Innovation Design & Evaluation Strategies
Katie Daniels is the founder and principal consultant at SIDE-Strategies and has over 15 years of consulting experience in strategic development, process innovation, and high-quality evaluation, supporting organizations to increase and better understand their impact. She has experience working in human services, non-profit and state government, and higher education, where she has worked in capacities such as Research Analyst and Executive Director of Curriculum and Assessment. She holds a Ph.D. in Evaluation, Measurement, Research (EMR), with an emphasis in measurement from Western Michigan University, where she is also currently an affiliated faculty member in the EMR program.
REGISTRATION:
Members $20
Future Members: $30
Students and Un-/Under-employed: Free
AMA Members: $20
ASL interpretation is available on request when registering at least one week in advance.
Please register by September 26.