Do the math! PR and ROI come together in the C-Suite
Who says PR professionals don’t do math? Certainly not the executives who hire PR practitioners and their firms. Improve your effectiveness at using data and statistics to carry your message to the media and into the executive suite, at this first-of-its-kind CMPRSA professional development seminar.
9:05 - 10:00 a.m.
Back to the white board: Using numbers to support a message.
Karl Gude, Michigan State University
Brush up on how best to use surveys, polls and other statistics to enhance your messages and bring credibility to news releases and interviews.
How can numbers and infographics communicate more effectively with specific audiences? Learn how to make data meaningful and significant from a national expert on effective visual storytelling. Karl Gude, MSU’s Media Sandbox director, was formerly director of information graphics at Newsweek and the Associated Press. He is a frequent communications consultant to large national and international organizations.
10:10 - 11:00 a.m.
Capturing Metrics: How to Identify Return on PR Investment
David Murray, Social Media Manager, Blue Cross Blue Shield of Michigan
As the digital landscape continues to change it is important to show the financial value that PR brings to the table. But how do you translate news releases, brand mentions, radio, TV coverage and blog content into tangible ROI?
David Murray, Social Media Manager for Blue Cross Blue Shield of Michigan, will share how to capture and benchmark key performance indicators (KPI) and return on investment (ROI) for public relations activities, including both traditional and social. The session will cover some of the best practices David has implemented at BCBSM over the four years he has led their best-in-class social media program. He’ll also describe how the integration of social media, traditional media and advertising is important for an organization’s successful communication efforts.
11:10 a.m. - 12:00 p.m.
Pitching to the C-Suite
Panel discussion by agency executives
PR practitioners can earn respect and support from the CEO, CFO and board of directors by speaking their language. (Isn’t good PR all about sending a message appropriate to the audience?)
Learn from our PR panelists on how they sell PR activities to the C-suite, and how companies and executives attach value to PR as compared with advertising, the metrics required to demonstrate success, and how the C-suite expects a practitioner to present results. Ask a question of your own!
12:00 - 1:00 p.m.
Lunch and Networking
Not a Member?
The Central Michigan chapter offers exciting opportunities for networking and professional development to public relations professionals in the greater Lansing area. With a membership of more than 150 area communicators, CMPRSA meetings are a place to always meet someone new, but establish valuable connections over time as well. A diverse membership of young and seasoned professionals, a stimulating mix of programs and opportunities for involvement make CMPRSA the ideal organization to invest your time and resources. Learn more.