The ROI of PR Explored in Second Annual News Group International Measurement Summit
PR Measurement Summit to provide region’s PR professionals and businesses with insight into the utility of Public Relations and benchmarks to gauge success
The Middle East’s second annual summit on Public Relations measurement, the PR Measurement Summit, will return to the Habtoor Grand on 30 March - 1 April 2008. This year’s Summit will be building on the widely acclaimed success it first enjoyed in March of 2007.
Last year’s Summit highlighted key measurement issues such as aligning measurement to business objectives, the availability of resource libraries, dashboards, field studies, surveys, how to measure output, outcome and outtakes, and measuring the impact of PR on sales and new business.
“The biggest impact of last year’s event was that it turned measurement in PR from a general thought into a market necessity – we let the cat out of the bag, and we feel within 18 months PR companies will be distinguished by those who do measurement and those who do not,” said Mazen Nahawi, President, News Group International.
Organised by News Group International, a leading provider of business intelligence and media resource services, the Summit is expected to attract even more than its initial showing of more than 200 communications professionals from various industries.
“As Dubai continues to grow and become a truly international metropolis, as well as a regional hub, the way one interacts with the media becomes more and more pertinent and PR a necessary tool. Only by regularly and effectively utilising measurement can an agency properly implement a communications plan,” said Nahawi.
“PR is not yet recognized as the only marketing communications practice that reaches all milestones on the customer journey from awareness to understanding to intent to action/advocacy. Measurement is the key to proving it!” added Nahawi.
With an expected roster of speakers already at 17, the impressive list already includes:
• Katie Paine, CEO KD Paine and Partners
• Jonas Rodny, Head of Corporate Communications, OMX
• Rob Jones, Editorial Director, AMEinfo
• Randa Mazzawi, Managing Director, Borouj Consulting
• Samih Toukan, CEO, Maktoob.com
• Tim Walmsley, Managing Director, Impact Porter Novelli
“We are delighted to have such an established group of professionals gathered for this conference and we expect that all the participants will leave having learned much. We fully expect that this forum to share ideas will improve industry best practice in this exciting growth industry in the region,” said Nahawi.
At the Summit, the panels will address both PR professionals looking to best utilise measurement as a tool to improve their PR plans as well as in-house communications professionals looking to effectively utilise public relations as part of their campaigns. Other highlights include workshops, an awards ceremony and a cocktail reception.
About PR Measurement Summit 2008:
The Annual PR Measurement Summit looks to establish definitive criteria that will allow PR professionals and clients alike to measure the impact of public relations.
The Summit provides a unique opportunity for public relations practitioners and their clients to begin an open discussion on PR measurement and to lay the foundation for best practice in the Middle East. Underlining the critical nature of this Summit and its impact on the future of PR in the region support is provided by the Institute for Public Relations (IPR), the Middle East Public Relations Association (MEPRA), and a large cross section of PR companies, organizations and professionals.
