(Winter 2010)

In today's challenging economy, communications and public relations plans must be executed cost-effectively with little room for error in reaching target consumers and allowing them to acquire the right product and service. This course examines what executives and directors are looking to achieve in the measurement of a public relations campaign. Topics include how to accurately identify the business goals of the PR plan, determine the optimal research and measurement options and techniques, and build and deliver effective management presentations that are current and market relevant. The class explores different types of research methods as the foundation of the plan and how each can be used pre- and post campaign. Utilizing a combination of real-world examples, proven reporting techniques, and an emphasis on how to measure social and new media opportunities, the course is designed to best equip the public relations and communications practitioner to demonstrate measureable results to senior business leadership. See enrollment confirmation for login information.

Russell Bell, BA, leads the public relations/public affairs outreach for Frank Wilson & Associates, a transportation and infrastructure consulting firm. His 25 years in the industry have included work for Fortune 100 companies, government agencies, the California State Legislature and business leaders in transportation, technology, broadcast communications, consumer products and law enforcement. he formerly ran a successful consulting agency focused on communications campaign development and execution, counseling of C-level executives and media relations.