As a public relations professional you add immense value to organisations, communities and causes. The question though is, how do you demonstrate this value in measurable terms and in a time overwhelmed by issues of trust, transparency and shifting media landscapes? If you are not certain about the answer, you are not alone.
Globally, measurement and evaluation are considered core components of professional public relations practice, yet it remains a challenge for most practitioners. The lack of time, budget and knowledge of current models and tools doesn’t help either.
This session provides you with everything you need to know about applying measurement and evaluation in context to your specific requirements. Basically, it helps you get savvy about demonstrating the value of your public relations activity.
- Get In-the-know: know about the globally accepted models and frameworks
- Get going: understand how to set SMART objectives, what data to collect, how to interpret results and link to outputs, outcomes and impact
- Get savvy: get familiar with the tools, techniques and methods that help monitor progress, measure success and showcase PR’s value
- Get ahead: apply learnings to your own public relations context and reflect on how you can improve your practice
Your presenter is..
Deepti Bhargava, a public relations lecturer at AUT University, teaching across various papers including the student led PR agency – Outside the Square. In this paper, students work with real-life clients and she and her colleagues guide them to use planning, evaluation and reflection as critical tools of PR success.
She is passionate about the impact good public relations practice can have on organisations and communities and hopes to inspire the same in those she works with.
Deepti is a PRINZ Fellow and Accredited Member and is currently Chief Examiner for the PRINZ Accreditation in Public Relations (APR) programme. Prior to joining AUT, Deepti worked in corporate communications at Unitec institute of Technology. Her role included the governance, planning, implementation and monitoring of online communications. In her prior life overseas, she has also worked across advertising and feature writing.
Deepti is currently pursuing Ph.D. research on the occupational culture of New Zealand’s public relations consultancies.