Session Overview:

Public relations (PR) and marketing efforts can bring measurable results to a company’s bottom line and help achieve business development goals by creating an environment where no new business meeting or call is truly “cold”. But, demonstrating results is often tricky, and involves convincing those who hold the purse strings that the value of PR and marketing brings long-term business viability.

One of the most asked questions of a PR or marketing professional is how do you measure the return on investment (ROI)? This can be difficult, as a price tag can’t be placed on the number of eyes reading an article, forwarding a link, attending a presentation, or viewing a direct mail piece. This is especially true for professional service firms.

In this session, we will present several case studies of professional services firms and how they track the impact of PR and marketing campaigns to show ROI.

A Zoom link will be provided 24 hours in advance of the event.

Session Learning Objectives:

• Review factors for measuring the impact of PR and marketing
• Discuss measurement tools available
• Outline which metrics are more important than others

Specific Takeaways

• Tips for tracking
• List of analytic tools
• Sample reports

CEU'S: 

CPSM CEU's: 1 hour
Domains: 3 - Business Development

Featured Speaker:

Susan Shelby, FSMPS, CPSM
President & CEO, Rhino Public Relations

Susan Shelby has driven public relations, marketing, and communications programs across diverse industries for more than 25 years. Her expertise in media relations, strategic planning, crisis communications and relationship management achieves bottom-line results for some of the most successful professional service firms. Her early career in sales formed Susan’s commitment to integrating public relations and marketing with her clients’ business strategies, enabling measurable results that contribute to business development and increased revenue. Susan founded Rhino Public Relations in 2004, and she received the 2016 SMPS Boston Marketing Professional of the Year Award, which honors marketing excellence in the A/E/C industry.

Champions:

Patrick Stephens, Director of Business Development