A tactical workshop teaching you the tools and methods to get started measuring your communication

This year, we have added a full-day workshop to Measurement Days for those attendees who would also like to learn more about specific methods and tools for measurement and evaluation that they can put into practice the very next day.

The workshop takes places on Tuesday September 25.

The teachers are all experienced experts. They will first guide you through the fundamentals, then dive into a few major specialist fields such as social media and qualitative analysis. The day ends with sessions on how to implement these techniques in a practical way and set realistic goals for your communication efforts and tasks that are actually measurable.

If you are looking for a way to get started implementing communication measurement and evaluation and you are not quite sure how to get started, this is the workshop for you!

To ensure a productive atmosphere with time for questions, the workshop is limited to 2 classes, each of a maximum of 24 attendees.

PRACTICAL DETAILS – PLEASE NOTE

Sessions 1-5 are in Danish, while Mark Weiner’s session 6 of course is in English.

WORKSHOP ADDRESS:

MBK, Pilestræde 61, 1112 København K.

WORKSHOP TRAINERS AND SESSIONS

JESPER ANDERSEN
Strategy & Insights Advisor,
Quantum

Jesper_700_700

Session 1:

”The Basics of Communication Measurement & Evaluation – from Output to Outcome and Impact”

SØREN LANGELYKKE
Head of Earned Media Research & Insights, Kantar Gallup

Søren Langelykke

Session 2:

”Focused Earned Media Measurement that strengthens Communication and supports the Business” 

CATHARINA PERSSON
Senior Insights Advisor – Social Media, Infomedia

Catharina Persson

Session 3:

“Getting social media right with integrated frameworks for meaningful measurement”

JESPER LARSEN
Director & Partner,
DMA Research

Jesper_Claus_Larsen_700_700

Session 4:

”Gaining Insights and Perspective from your Communication using Qualitative Measurement” 

PELLE NILSSON
Director & Partner,
Resonans Kommunikation

Pelle Nilsson

Session 5:

“Management and Operation of Strategic Communication using the Balanced Scorecard”

MARK WEINER
Chair, The Commission on Measurement and Evaluation,
Institute for Public Relations

Mark Weiner

Session 6:

”Setting Measurable Public Relations Objectives”

M-Day_65A1077

Workshop ticket

2795DKK plus VAT and fee
  • Full day 6-session workshop
  • Teaching resources and handouts
  • Morning coffee, lunch and refreshments
  • Limited availability - only 48 seats

Education Sponsor

workshop

Time schedule for the workshop

Tuesday, September 25

Starting Time Class 1 Class 2
08.30 am
Coffee and registration
08:45 am
Welcome and introduction
09:00 am
Session 1
Session 2
09:45 am
Break
10:00 am
Session 2
Session 1
10:45 am
Break
11:00 am
Session 3
Session 4
11:45 am
Lunch
12:30 pm
Session 4
Session 3
13:15 pm
Break
13:30 pm
Session 5
Session 6
14:15 pm
Break
14:30 pm
Session 6
Session 5
15:15 pm
Closing remarks
15:25 pm
Workshop ends

Session 1:

“The Basics of Communication Measurement & Evaluation – from Output to Outcome and Impact”

Jesper AndersenJesper Andersen, Strategy & Insights Advisor, Quantum

Fundamentally, measuring the effect of communication boils down to analysing whether your effort changed the opinions and actions of your target audience. Far too often, however, what is being called ‘measurement’ is actually reduced to just counting press clippings or social media likes.

The international Association for the Measurement and Evaluation of Communication (AMEC), has provided a framework, which will help you set up relevant communication objectives that directly support your business or organisation’s strategic goals – and will allow you to document your results as well as provide you with insights about where and how you can improve in the future.

Jesper Andersen is a strategy advisor specialising in communication measurement and evaluation and has worked nearly 15 years in the professional public relations industry. He is a member of AMEC – the international Association for Measurement and Evaluation of Communication – and a popular keynote speaker around the world on the topic of measurement and evaluation. In 2017, he founded Measurement Days.

Session 2:

“Focused Earned Media Measurement that strengthens Communication and supports the Business”

Søren Langelykke

Søren Langelykke, Head of Earned Media Research & Insights, Kantar Gallup

‘Earned media’, in the form of editorial coverage in the news media, is often at the heart of Public Relations efforts. The high credibility of media publicity compared to e.g. advertising is crucial when working with reputation and the relations to your important stakeholders. But how do you ‘measure’ media coverage? And how do you use measurement to continuously sharpen your message, improve the impact and create the maximum effect?

Søren Langelykke is an expert in data-based consulting and works as Head of Earned Media Research & Insights at Kantar Gallup, part of Kantar Medias global media monitoring and analysis network. Søren helps clients document their media impact and effect towards selected target audiences. He is a specialist in media monitoring, campaign evaluation, analysis across owned, earned and paid media as well as international analysis solutions.

Session 3:

“Getting social media right with integrated frameworks for meaningful measurement”

Catharina PerssonCatharina Persson, Senior Insights Advisor – Social Media, Infomedia

The world of social media is constantly changing our means of publishing and the technology we use to track and measure the content we distribute. When it comes to measurement, there are several aspects worth looking into: Your own output through social channels (owned media), what others are saying using social media (earned media) as well as the influence of your key stakeholders and ambassadors.

Catharina will demonstrate how, using the proper framework, tools and methods, you can set meaningful objectives and measure the effect of social media – both in silos and integrated into the overall communication.

Catharina Persson is an expert in social and digital listening tools and social media measurement. She has more than 8 years experience in planning and using digital- and social media. Before joining Infomedia as a Senior Advisor she worked in London’s PR industry, helping clients such as P&G Global and Philips.

Session 4:

“Gaining Insights and Perspective from your Communication using Qualitative Measurement”

Jesper LarsenJesper Larsen, Director & Partner, DMA Research

The discussion of how communication creates effect and transformation is often framed in strictly quantitative terms, focusing on measuring and numbers. There are, however, many good reasons to also include the qualitative method when working with communication. Qualitative analysis creates a deeper insight into and understanding of why the world looks the way it does – and that can pave the way for new and efficient solutions.

Because the qualitative methods are explanatory – as opposed to the descriptive quantitative methods – they answer the question ‘why?’ instead of merely ‘what?’

In this session, you will learn how to include qualitative methods in your analysis work and development of your communication efforts. And you will gain a better understanding of how you construct a valid questionaire that will contribute with deep qualitative insight and perspective.

Jesper Claus Larsen is a director in the market research institute DMA Research and is the former Head of Analysis for the Social Democratic Party. He has worked with analysis for more than 20 years for companies such as Advice and Post Danmark. Furthermore, Jesper is a regular lecturer at the University of Southern Denmark and the Danish School of Media and Journalism

Session 5:

“Management and Operation of Strategic Communication using the Balanced Scorecard”

Pelle NilssonPelle Nilsson, Director & Partner, Resonans Kommunikation

Balanced Scorecard (BSC) is a famous strategy performance management tool introduced by Norton and Kaplan at Harvard University in 1990. Since then, it has proven its worth in thousands of corporations around the world. BSC builds a bridge between the strategic challenges facing a company or organisation and the daily operation to ensure the long-term value creation.

What makes BSC unique as a management model, is that it does not limit itself to single-mindedly dealing with financial results but also factors in other elements that are crucial for long-term success, such as client relations, internal processes and the skill and qualifications of the workforce.

Pelle Nilsson has developed an adapted model of the BSC for managing and operating communication tasks. The model ensures a flexible prioritisation of communication efforts based on the needs of the organisation and includes factors that are necessary for creating value using communication; namely competences, processes, relations and tools.

Pelle Nilsson is the founder and director of the communication agency Resonans as well as a member of the board of K1 – the association for communication professionals. Pelle has more than 20 years’ experience as a management and communication advisor and has spent years teaching this model to clients and helping them put it into practice.

Session 6:

“Setting Measurable Public Relations Objectives”

Mark WeinerMark Weiner, Chair, The Commission on Measurement and Evaluation, Institute for Public Relations

Setting measurable objectives is the foundation for proving and improving public relations performance. And yet, it is among the most frequently overlooked among PR’s essentials.

In this interactive session, Mark reveals a simple process for identifying and solidifying objectives which are reasonable, meaningful, and measurable including a do-it-yourself guide.

Mark Weiner serves as the Chairman of the Commission on Measurement and Evaluation of the Institute for Public Relations’ Measurement Commission, a member of the Arthur Page Society and a trustee of the Museum of Public Relations. He invests the rest of his time as the Chief Executive Officer of PRIME Research prior to which he was the global director of Ketchum Global Research and Analytics.

Mark is the author of the book “Unleashing the Power of PR: A Contrarian’s Guide to Marketing and Communication”. He is a frequent speaker all over the world and a member of the PR News Public Relations Hall of Fame.

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