PRSA National Webinar: Developing Cross-Channel Analytics Frameworks to Measure Digital Corporate Reputation

Although PR has always been about telling a brand’s story and managing its reputation through traditional media sources, the abundance of various channels and data sources presents an opportunity for PR professionals to go beyond earned media and elevate the PR function to make it an important component of integrated marketing analytics. By aligning the PR efforts across multiple channels, today’s PR teams have an opportunity to send clear, consistent, and complimentary messages to assist with business conversions or control the messaging and corporate reputation in a controversial and politically charged environment.

This webinar is designed to help the participants work the key groups across corporate communications, brand, social and digital groups, in order to design PR measurement frameworks that assess the cross-channel impact on corporate reputation.

By the end of this webinar, participants will be able to:

• Identify the C-suite’s strategic imperatives and ask the right key business questions.
• Establish which key stakeholders are reached via PR and social, digital, and influencer outreach channels.
• Develop the list of questions that will help identify goals and KPIs per channel; know the difference between metrics and KPIs.
• Understand the limitations and opportunities of various tools present.
• Learn how to bring different sources of data together in one place in order to tell a complete story.