Public relations campaigns can be too easily dismissed by those outside of your client's PR or Comms team because of lack of hard evidence that your efforts are contributing to the success of the business.
PR professionals who understand how to use evaluation to demonstrate the value of the work they do are more likely to retain clients and win repeat business.
Establishing metrics for success upfront will pay dividends by ensuring that you consistently deliver against expectations and don't have to retrospectively justify the work you've done. This frees everyone up to concentrate on getting the right results, right from the start.
After the course you'll be able to use measurement and evaluation to demonstrate value at every stage of the campaign lifecycle, from the initial proposal through to the execution and delivery, whether the work is on retainer or project-based.
You will gain an overview of the methods and resources available, together with the pros and cons of each, so that you can tailor any campaign to meet your client's needs. You will discover, through practical exercises and case studies, how to refine your current procedures and add noticeable value to any client programme.
After the course you will confident that you and the client will be speaking the same language: that of aligning PR results with business strategy.
PR account managers and senior account managers.
The course marries industry best practice with up-to-the-minute measurement techniques to incorporate the ever-changing media (and social media) landscape. If this sounds dry, don't worry! Everything you do on the course will be based around your current and future client needs. In this way you'll get plenty of opportunities to relate the theory to actual practice so that it's relevant and useful to the work you actually do.