25% of PR Pros Are Unable to Measure Earned Media Impact

ROI. The elusive Holy Grail all communicators have long sought in their quest to prove value to the C-suite. And that pursuit becomes all the more challenging when PR pros are inevitably asked to show how their work helps generate sales.

PR pros know that their campaigns, earned media and otherwise, do have that bottom-line impact. And in this very special virtual event, presented by Cision and PRWeek, industry leaders share invaluable counsel that will both educate you on how to make this important case to the corner office – and instill in you the confidence to do so.

And best of all, when PR proves its monetary value, all of its other benefits are magnified.

During this hour, we discuss topics including:

• Identifying the right technology to link content to purchase activity
• Thinking beyond sales to other metrics that underscore the unique value comms brings to a brand
• The true “value” of a good reputation and the true “cost” of a bad one
• Building relationships with internal partners to strengthen PR’s ROI case
• And much more

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As OPRG's chief innovation officer, Erin is responsible for digital innovation and product development, working closely with all agencies to scale and build performance-driven offerings in areas such as social media, content marketing, creative, influencer marketing, media relations, SEO and commerce. Prior to OPRG, Erin spent nine years at Publicis, driving integrated marketing and digital transformation across MSLGROUP and Performics. She developed and scaled a suite of global performance marketing solutions including Conversation2Commerce, a solution that linked PR to a measurable business impact across brand lift and sales. She has been awarded "Innovator of the Year" by the International Business Awards, "Digital 40 Over 40" by Campaign Magazine and added to the prestigious "Innovator 25" by the Holmes Report.

Leveraging 15 years of experience leading award-winning global communications measurement programs across a variety of sectors, Chelsea counsels Fortune 500 CCOs and their leadership teams on measurement best practices and innovations.  

As the head of the Cision Insights Americas division, Chelsea oversees a team of 200 research consultants in the delivery of research-based consulting to enhance corporate and brand reputation. The work she and her team deliver fuels the world's most admired organizations with the interpretive analysis, actionable insights and strategic guidance they need to set objectives, develop strategies and tactics, and stay on track over time, versus competitors and in light of best practice. 

As the head of Global Communications for Under Armour,Inc., Blake Simpson is responsible for telling the world about Under Armour, a leading inventor, marketer and distributor of branded athletic performance apparel, footwear and accessories whose innovative products and experiences are designed to help advance human performance, making all athletes better. Blake has over 20 years of experience building the corporate narrative for some of the world’s most iconic brands across technology, QSR and retail. From her early days at 30 Rock with NBC News, to Yahoo! and Levi's, Blake appreciates the power of responsible storytelling and has always focused on creating a consistent and compelling narrative for companies that supports their business strategy, leaders, employees, consumers and communities. She earned a MS degree in Journalism from Boston University.

Michael Young is an insights professional who harnesses the raw power of analytics to establish PR value while continually shaping communication strategy to meet business goals. His extensive knowledge of the automotive sector and its complexities make him a go-to source for customer, cultural, future, product, brand, market, and purchase insights. C-Suite executives have relied on Michael’s insights on key global events for nearly 20 years. His unique ability to synthesize a myriad of inputs to tell compelling data stories has been utilized to navigate the financial crisis of 2009, tenuous labor negotiations, global product premiers, and most recently, the Coronavirus pandemic. Michael actively participates in business roundtables passionately sharing data strategies that protect and grow corporate reputation while driving new business value and purchase consideration.