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Demonstrating the Contribution of PR to the Bottom Line
Sorry we are currently not accepting bookings for this course.
Date:19 Sep 2012
Presenter:Martina Byrne, FPRII
Venue: Burlington Hotel, Upper Leeson Street, Dublin 4
Back by popular demand!
In a period of unprecedented pressure on public relations budgets, communicating the contribution made by PR to delivering the business objectives of clients or employers is critical. This full-day workshop aims to equip PR professionals, both in-house and consultancy, with the necessary skills to demonstrate and communicate the value of PR with a view to winning, maintaining or increasing PR budgets and resources.
The workshop will cover both the theory and practice of the measurement and evaluation of PR. Attendees will learn about the latest international research which compares, and contrasts, PR efficacy with other communications disciplines such as advertising and marketing. The range of methods that can be used to measure and evaluate PR activities, social media and events will be assessed.
Attendees will also be introduced to the recent recommendations of the world's experts in public relations measurement and evaluation, and shown how these recommendations translate into a practical approach to PR metrics which the PR professional can begin implementing next day. The workshop will be participative and will include group discussions and practical exercises.
Here's what previous delegates have said about this course
"A well structured and open workshop - with great participation from attendees"
"Provided a clear outline of the Barcelona Principles and a quality argument for their adoption"
"A great course - I was able to walk away with an approach to M&E that can be implemented straight away"
Martina Byrne, FPRII
has worked for over 20 years in the PR profession, both in-house and consultancy. She has won a number of industry awards and has worked across a range of business sectors advising and acting for national and international private sector clients and public sector bodies. Martina has a degree in Communications Studies from DCU and a Masters in Philosophy from TCD. She is currently completing a PhD in Trinity College and lectures on the Diploma in Public Relations.