Never, Ever Use Public Relations Without Measurement…
New Metrics for Fundraising!
Clarke L. Caywood
October 3, 2007 Wednesday
In this session Clarke Caywood, a leading expert in marketing and public relations, will discuss the use of newer comprehensive databases for electronic, web and print media and expert tracking in public relations and marketing. Dr Caywood will explore how charities can also track and measure their public relations effectiveness and offer tips for improving targeted community, press and expert awareness of their organizations.
About the Presenter:
Clarke L. Caywood is Director of the Graduate Program in Public Relations and past chair of the Department of Integrated Marketing Communications in the Medill Graduate School, at Northwestern University. Professor Caywood teaches graduate classes in crisis management, communications management, marketing and public relations. He was named by PRWeek as one of the most influential 100 PR people of the 20th century (PRWeek, October 18, 1999) and one of the top 10 outstanding educators in 2000 (PRWeek, February 7, 2000). He was named Educator of the Year by the Public Relations Society of America in 2002-2003). He received the Educator of the Year Award from the Sales and Management Executives - Chicago Chapter.
Learning Objectives:
Participants will be able to:
• Implement media and print tracking for public relations and marketing
• Audit their organization’s needs for commercial systems or “home grown” processes
• Judge the offerings of multiple vendors in this growing professional service
• Identify ways to track and measure public relations effectiveness
• Boost community awareness of their organizations
Target Audience:
Mid to Senior Level and recent graduate degree holders
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