SOURCE: Bulldog Reporter's PR University

Bulldog Reporter's PR University

April 26, 2011 18:08 ET

How to Set Quantifiable PR Objectives That the C-Suite Loves: Proving Value, Improving Performance and Securing Maximum Budget

Bulldog Reporter's PR University Presents a New Master Class Webinar

OAKLAND, CA--(Marketwire - Apr 26, 2011) - PR professionals interested in learning proven techniques for setting understandable, quantifiable and achievable objectives for their PR or communications plan that include satisfying the demands and priorities of their company's top executives should join PR University on this exclusive Master Class Audio Conference called: How to Set Quantifiable PR Objectives that the C-Suite Loves: Proving Value, Improving Performance and Securing Maximum Budget.

PR and corporate communicators too often depend on the "buzz quotient" of their campaigns when measuring success. But buzz and even clip counts and ad-value equivalency don't address the critical elements of most corporate strategies or the core values of the C-suite. It's a big reason why the PR and corporate communications functions inside many companies don't compete effectively for resources -- or status -- with heavyweights like operations and sales.

PR pros will learn the secrets of setting understandable, quantifiable -- and achievable -- objectives for their next PR or corporate communications plan when PR University hosts an exclusive webinar with PRIME Research CEO Mark Weiner and David DeCecco, Pepsi's VP of Communications, who will reveal their techniques for creating robust, measurable programs that fully support corporate objectives and that are bound to win the favor of an organization's top executives.

PR pros will learn the criteria that every set of objectives must possess and the keys to identifying "good" and "bad" objectives statements. Weiner and DeCecco will also teach PR pros how to minimize risk while developing their objectives, and how to connect their objectives directly to their company's overall strategy. DeCecco will share his on-the-ground experiences successfully using these techniques to promote his global brands -- but that are applicable to any sized program.

This exclusive PR University Master Class webinar titled: How to Set Quantifiable PR Objectives that the C-Suite Loves: Proving Value, Improving Performance and Securing Maximum Budget takes place on Thursday, May 5, at 1PM EDT (noon CDT; 11AM MDT; 10AM PDT).

Trainers:

Dave DeCecco, VP, Communications, Pepsi Beverages Company
Mark Weiner, CEO, PRIME Research North America

What PR Pros Will Learn:

  • How to assess what their top management's values really are -- what's really important and what's not -- with regard to PR and corporate communications

  • Why program objectives matter -- and how quantifiable objectives differ from squishy goals like "awareness" and "buzz"

  • The three essential criteria that every set of objectives must possess

  • How to get started: The key steps they need to take to get going with the process of identifying and adjusting their program goals

  • How -- and why -- they must align their campaign's goals with their company's wider strategy

  • How to minimize their risks in developing quantifiable objectives -- and why they must fine-tune them over time to adjust to the fast-changing realities of the communications landscape

  • How one of the world's biggest branded consumer products companies -- Pepsi -- overhauled its PR programs based on quantifiable objectives ... leading directly to new levels of success

  • The biggest mistakes communicators make when setting objectives: Save time and resources and learn from experienced pros what steps not to take in developing their objectives

  • Trumpeting their success -- learn how to communicate to senior execs about their new objective-setting process, as well as tips for keeping them updated on their progress and presenting their crunchy new data at campaign end

For more details go to the conference home page or download the PDF brochure

Attendance at this Bulldog Reporter's PR University Master Class webinar costs just $299 per log-in site. Participants in the 90-minute Master Class webinar will be able to pose specific questions for the trainer at several junctures during the discussion.

Attendees of PR University conferences receive one credit toward PRSA accreditation maintenance. Registration also includes an up-to-the-minute conference manual. For more information on taking part in the event, go to our conference home page or for personalized service and special offers please contact our client satisfaction representatives toll free at: 1-800-959-1059.

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