January 08, 2007 11:00 ET

AMA-Media Advisory-Measurement Wars: FYI, it's all about ROI

How are Public Relations professionals assessing value? Find out at upcoming AMA event

TORONTO, ONTARIO--(CCNMatthews - Jan. 8, 2007) - A panel of experts will gather Thursday, January 18, 2007 at the American Marketing Association - Toronto chapter breakfast event to address PR Measurement wars and address the important question: Who's Winning?

With many methods of measuring media relations' impact, experts will answer:

- Who has the winning formula?

- Is the old measure of advertising equivalency on its way out?

- What about MRP (media relations rating points) and CPC (cost per contact)?

- Does either measure online impact?

- With many sources of impact data and research, who do we believe?

The moderator, Jim Warrington, President, Fantail Communications, will lead the panel discussion.

Panelists will discuss live cases and how savvy marketers and PR professionals are measuring the effectiveness of campaigns. The pros and cons of various systems will be debated and a vote by the audience will indicate preferences. There will also be an interactive Q and A session.

"PR and media relations are accused of being difficult to measure. Not true, according to some. The panel will debate this in spades," noted Mr. Warrington.

The AMA's Toronto Chapter ( has assembled a diverse group of panelists to highlight: What can marketers do to contribute to this 'new' wave of change? The panel includes:

- Tracey Bochner, APR, Senior Vice President, APEX Public Relations, Chair, CPRS Measurement Committee

- Warren Cable, Vice President, e-Commerce, CanWest Interactive (Infomart)

- Kelly Harper, Director, Head of Marketing, Retail Investments, BMO Financial Group

- Doris Juergens, Partner and Senior Vice-President, Research and Information Services, NATIONAL Public Relations

- Andrew Laing, President, Cormex Research

- Mark Weiner, President, Delahye.


Tickets are $45 for AMA members and $75 for non-members. To register, call 647-393-9649 or email by close of business Wednesday, January 17, 2007. Pre-payment by credit card is required to guarantee your reservation. Walk-ins are welcome, space permitting. Don't forget to "refer a friend - we welcome non-AMA Members."

Media are invited to attend the event, however, please rsvp to Jim Warrington at 416-363-8449 or Teresa Donia at iAMBIC COMMUNICATIONS, 905-508-5550 (email: or Grace Mistry (AMA Toronto, President) at 416-927-4187 by January 17, 2007.

Event Details

WHEN: Thurs., January 18, 2007

TIME: 7:30 to 10 a.m. (breakfast served, session starts at 8 a.m. sharp)

WHERE: Verity Club, 111 Queen St. East.
Notes: Verity Club entrance is located just east of Church
and Queen St. E.), Toronto, Ontario. Parking lot across the street, with
limited metered parking on nearby Mutual Street.

For more information on this event, please contact Jim Warrington at


AMA Toronto increases the impact and value of marketing in your business and connects you to Toronto marketing and business professionals through the world's largest marketing community - The American Marketing Association (over 38,000 members). As part of a leading international professional association, AMA Toronto promotes marketing leadership and provides ongoing career development, networking and knowledge-sharing opportunities for senior and mid-level business professionals. Our core offering includes monthly events featuring expert panelists debating emerging trends, evolving practices, and new theories and networking opportunities among key professionals.

2006/2007 marks the 60th Anniversary of AMA Toronto. We are honoring this milestone with a yearlong calendar filled with provocative and diverse events designed to ensure we remain an integral part of the marketing industry by delivering value to the community.

AMA Toronto is also a founding partner in the Marketing Hall of Legends, an initiative designed to honor the key role that prominent Canadians have played in the creation and development of significant business success stories.

Contact Information

  • American Marketing Association
    Jim Warrington
    (416) 363-8449
    Teresa Donia
    (905) 508-5550
    AMA Toronto
    Grace Mistry
    (416) 927-4187