Reputation built over years is re-assessed publicly within hours when press release impact measurement is mishandled. Credibility in impact measurement is spent quickly and rebuilt slowly. The course sets out a working method for the communications and media practice discipline that participants can apply the week they return. Where press release impact measurement is measured, it improves; where it is only discussed, it drifts. It suits anyone whose decisions touch the practice within communications and media practice, in large organisations and small ones alike. Work is grounded in real cases drawn from impact measurement, which each participant adapts to conditions in their own organisation. Teams frequently over-invest in documenting press release impact measurement and under-invest in testing it. The course leaves participants able to diagnose weaknesses in impact measurement before they become incidents. The programme closes with an action plan for this part of communications and media practice that each participant writes for their own organisation.
Expected Learning Outcomes
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Select indicators that show whether press release impact measurement is improving, and reject those that only look useful.
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Correct misinformation about impact measurement without amplifying it.
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Measure the effect of communication on press release impact measurement beyond volume of coverage.
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Sequence internal and external communication about impact measurement correctly.
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Reduce avoidable variation in how press release impact measurement is carried out across teams.
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Design the crisis response plan for impact measurement with named roles and pre-agreed authority.
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Design a training and briefing approach that sustains competence in press release impact measurement.
Who Should Attend
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Compliance and governance staff whose remit includes press release impact measurement.
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Marketing staff coordinating with communications on impact measurement.
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Crisis management team members with a role in press release impact measurement.
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Government relations and public affairs officers covering impact measurement.
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Spokespeople and executives who speak publicly about press release impact measurement.
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Managers in small and medium organisations who own impact measurement alongside other duties.
