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Sep 1

Measurement and Evaluation for Communications

September 1, 2021 @ 9:00 am - September 2, 2021 @ 11:00 am

Virtual Event Virtual Event
$475.00 – $675.00

1 September 2021 @ 09:00 am - 2 September 2021 @11:00 am

CPD credits: 10

Following the move to Alert Level 4, PRINZ has moved upcoming activities to an online environment

This means that the Measurement and Evaluation for Communications will now be held online. The course will now be split across three two hour blocks – these will be held on Wednesday 1 September at 9.00am-11.00am AND 2.00pm-4.00pm, and Thursday 2 September at 9.00am-11.00am.



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.

Key content

  • Get In-the-know: understand globally accepted models and frameworks
  • Get going: learn how to interpret results and apply to strategic planning and implementation
  • Get savvy: get familiar with the tools and techniques that help monitor progress and measure success (including online dashboards)
  • Get ahead: apply learnings to your own public relations context

Learning Outcomes

  • Understanding of current and globally accepted standards of research, measurement and evaluation for public relations.
  • Knowledge of tools and techniques that can aid in your measurement and reporting process.
  • Ability to create a measurement and evaluation framework that suits your public relations context


Deepti Bhargava, Lecturer, Public Relations, Auckland University of Technology

Deepti Bhargava is 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.

She is an Accredited Member of PRINZ 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.

This course content aligns with the Global Capability Framework with particular emphasis on this summary:

Communication Capabilities

  • To align communication strategies with organisational purpose and values
  • To conduct formative and evaluative research to underpin communication strategies and tactics

Organisational Capabilities

  • To provide contextual intelligence


This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

The ticket prices are GST inclusive. Please be aware of the PRINZ payment and cancellation policy.


September 1, 2021 @ 9:00 am
September 2, 2021 @ 11:00 am
$475.00 – $675.00




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