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PR Measurement Has Changed: Going Beyond AVEs to Evaluate PR Effectiveness in Today's Social Media Age

Singapore, Nov 1, 2010 - (ACN Newswire) - Conversations go on every minute of everyday on Facebook, Youtube, Twitter, and many other social networking sites. Within these conversations, brands are often points of discussions, regardless of whether they are the stewards of these talk. While social media presents communicators with a good platform to engage and involve customers, it has become harder for them to accurately monitor their brands's reputation health. And with the increased participation by brands via social media, the accountability of their overall ROI becomes an even more challenging task with limited knowledge on tools and new media measurement know-how.

Agreeing with today's challenge in PR measurement with the advent of social media, Honorary Secretary of Institute of Public Relations Singapore (IPRS), Adrian Heng, mentioned that this space "is a really great place to track brand, product, service, policy sentiment, because opinions expressed in this space, often is still quite honest, for better or worse."Further highlighting that "there is no fixed industry wide accepted standard beyond the out-dated AVE method", and besides not knowing where to start on measurement, "not all companies have the pockets to spend on measurement."

To address these challenges and more, a two-day workshop on "Measuring PR in the Digital Age" will be held in dual locations, Singapore and Hong Kong, on the 29 - 30 November 2010, and 2 - 3 December 2010, respectively. The workshop leaders will be covering Social Media evaluation analyses with basic and advanced tools and tips on how PR practitioners can improve their current strategies.

Following the International Association for Measurement and Evaluation of Communication (AMEC)'s announcement of the Barcelona Principles Framework, the workshop agenda echoes and highlights the necessity of social media measurement, recognising the growing importance of quality of media coverage including sentiments, credibility and favourability of opinions.

The workshop leaders from Dow Jones & Co. would be sharing insights and knowledge on how PR practitioners can set the right objectives, evaluate effectiveness of their PR strategies and quantify social media ROI of Blogs, Microblogs and Social Networking sites. Also, cost-effective tools will be covered, together with analyses of the PR measurement industry and how the changes will affect your practices. In addition, considerations, issues and tools pertaining to crisis management will give insights tothe effectiveness of crisis response strategy in mitigating negative responses.

IPRS, Public Relations Consultants Association of India (PRCAI), Public Relations Organisation International (PROI) and Public Relations Consultants' Association Malaysia (PRCAM) are the endorsers of this event. MediaBanc is the strategic partner, with Irasia.com and ACN Newswire as media partners.

Workshop Details:

Title:         Measuring PR in the Digital Age
Date & Venue:  29 - 30 November 2010,M Hotel, Singapore
               2 - 3 December 2010, Regal Hongkong Hotel, Hong Kong
Organiser:     Pacific Conferences

Full programme can also be found at: http://conferences.com.sg/s1373-spr11-02a-g.pdf .

About Pacific Conferences

Pacific Conferences (www.conferences.com.sg) specialises in organising business conferences aimed at providing interactive, insightful information and analysis about issues facing businesses in Asia Pacific. Catered to middle and upper level executives, its events are usually case studies-driven with emphasis on providing in-depth and unbiased practical knowledge.

Source: Pacific Conferences

Contact:
Ms Tu Kae Yun
Tel: +65 8153 6113
Email: [email protected]




Copyright 2010 ACN Newswire. All rights reserved.

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