Bruxelles - 17/11 - Peut-on mesurer les relations publiques de manière efficiente ?

Le BPRC organise le 17 novembre une conférence sur le thème : Peut-on mesurer les relations publiques de manière efficiente ?. Invitation.  Un séminaire du Belgian Public Relations Centre 

Peut-on mesurer les relations publiques de manière efficiente ? Est-ce raisonnable de prévoir des budgets à cet effet ? 

Orateurs:
Jon White, visiting fellow at the Henley Management College  
Sandra Macleod, CEO Echo Research Limited 

Où et quand ?
Le vendredi 17 novembre 2006 de 13h30 à 18h
AZ – VUB Avenue du Laerbeek 1090 Bruxelles

Jon White, together with Sandra Mcleod, will explain the best way to evaluate PR, going much further than media-analysis... Important aspect is cost-effectiveness. The objective of the seminar is really to give the attending communication managers the necessary information to make their evaluation: will I do it or not, and if yes, how ? Will I be able to convince my CEO ? 

Rolf Verlinden, CEO of Keystone Network, company specialised in qualitative market research (www.keystone.be), will add his own findings, based upon the Belgian situation and his experience. 

Jon White:
A recent policy paper from the Chartered Instititute of Public Relations in the United Kingdom, written by Jon White points to public relations as an essential part of management, as amenable to measurement as other management disciplines. 
Problems of measurement and evaluation are diminished as techniques of programme and project management are applied to PR management, and information gathered routinely as management information is used for the purposes of measuring progress towards reaching objectives, and judging effective use of resources.
The problems of measurement and evaluation are a distraction.  What we need to attend to is the quality of public relations management, and the ability of practitioners to apply basic approaches to management commonplace in other areas of management.

Sandra Macleod: 
There is no such thing as Bad PR. There is just Bad Management. How does PR help square that circle? 
With the growing pressure on accountability, transparency and ROI, the heads of communications and PR are having to turn to research to justify their activities. But is that enough? What are common PR challenges and even failings in this area? More importantly, how to move from justification to real management education and engagement? Based on Echo's research support to over 350 clients around the world, this session will draw on practical examples and illustrations. We will explore the different ways to engage senior management in a far more meaningful understanding and resourcing of communications using research to highlight best practice and possible threats that may need to be addressed, using evidence based counsel to better inform and advise organisations on the way forward. Which tools to use, when and how will be outlined and simple guidelines for success will be provided. Most importantly, we will aim to empower you with the way to ensure management look at reputations and relationships more holistically, with sound and professional communications at the core of future success.   

 

Programme: 
Accueil à partir de 13h30 
Début: 14hu00
Fin: vers 18h00

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Info: Daniel De Marto 0476 662 682         www.bprc.be