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imPRove training: Measurement and evaluation

CIPR Cymru Wales

Wednesday, October 10, 2018 at 9:30 AM (BST)

Ticket Information

Ticket Type Remaining Sales End Price Fee VAT Quantity
CIPR Members
This ticket is for members of the CIPR only. You will be required to give your membership number when booking. Cost includes tuition, materials, lunch plus Eventbrite booking fee and VAT @ 20%.
14 Tickets Oct 9, 2018 £125.00 £0.00 £25.00
Non Member
This ticket is available to all delegates who are not members of CIPR. Cost includes tuition, materials, lunch plus Eventbrite booking fee and VAT @ 20%.
14 Tickets Oct 9, 2018 £195.00 £0.00 £39.00

Share imPRove training: Measurement and evaluation

Event Details

Practical and cost-effective training for PR practitioners in Wales 

Measurement and Evaluation


Workshop aim

The aim of this workshop is to bring you up-to-date on the latest developments and guidance on planning and measurement. It will take you through the process of setting the objectives and choosing the right measures, using case study examples where possible. It will help you to advise your organisation on the importance of linking PR campaigns to business objectives, to explain why AVE is a discredited measure and why research is the foundation for planning PR campaigns.  

Who should attend?

Suitable for practitioners involved in the design and running of PR programmes 

What to expect

• an overview of global best practices approaches 

• group discussions based on case studies 

• practical exercises.  

Workshop objectives

Participation in the workshop will provide you with the knowledge to:

• understand the latest global practice in research, planning and measurement 

• set objectives linked to your organisation's goals and choose the right measure 

• know the difference between outputs and outcomes 

• understand the balance between research, planning and measurement

• understand non-AVE measures.


Andrew Smith is Managing Director of Escherman, a specialist online PR, SEO and analytics consultancy. With a career spanning 29 years of public relations and journalism, he has developed and implemented many highly successful strategic PR and marketing communications programmes for some of the world's biggest brands including IBM, CapGemini, MySQL, Apple (FileMaker) and Checkpoint.

Andrew has been a consistent PR innovator, being among the first UK practitioners to exploit email (1991), the World Wide Web (1994) and Twitter (2007). Described as the "de facto godfather of PR blogging", he is a regular speaker and media commentator on the integration of PR with social media, search optimisation and analytics. He is also co-author of two bestselling social media books, Share This and Share This Too, and a member of the CIPR's Social Media Panel.

This course carries 10 CIPR CPD points



Hyfforddiant ymarferol a chost-effeithiol ar gyfer ymarferwyr cysylltiadau cyhoeddus yng Nghymru

 Mesur a Gwerthuso 


Nod y gweithdy

 Nod y gweithdy yw rhoi’r wybodaeth ddiweddaraf i chi am y datblygiadau a’r arweiniad diweddaraf ar gynllunio a mesur. Bydd yn mynd â chi trwy’r broses i osod yr amcanion a dewis y mesurau cywir, gan ddefnyddio enghreifftiau o astudiaethau achos lle bo modd. Bydd yn eich helpu i gynghori eich sefydliad am bwysigrwydd cysylltu ymgyrchoedd cysylltiadau cyhoeddus ag amcanion busnes, i esbonio pam mae AVE yn fesur digredyd a pham mai ymchwil yw’r sylfaen ar gyfer cynllunio ymgyrchoedd cysylltiadau cyhoeddus. 

Pwy ddylai fynychu?

Mae’n addas ar gyfer ymarferwyr sy’n cymryd rhan mewn dylunio a chynnal rhaglenni cysylltiadau cyhoeddus

Beth i’w ddisgwyl

• trosolwg o ymagweddau arferion gorau cyffredinol

• trafodaethau grŵp sy’n seiliedig ar astudiaethau achos

• ymarferion ymarferol.


Amcanion y gweithdy

Bydd cymryd rhan yn y cwrs yn rhoi gwybodaeth i chi:

• ddeall yr arfer cyffredinol diweddaraf mewn ymchwil, cynllunio a mesur

• gosod amcanion sy’n gysylltiedig â nodau eich sefydliad, a dewis y mesur cywir

• gwybod y gwahaniaeth rhwng allbynnau a deilliannau

• deall y cydbwysedd rhwng ymchwil, cynllunio a mesur

• deall mesurau nad ydynt yn rhai AVE.


Andrew Smith yw Rheolwr Gyfarwyddwr Escherman, sef ymgynghoriaeth cysylltiadau cyhoeddus, SEO a dadansoddeg ar-lein. Mae ei yrfa’n rhychwantu 29 mlynedd o weithio ym maes cysylltiadau cyhoeddus a newyddiaduraeth, ac mae wedi datblygu a gweithredu llawer o raglenni cysylltiadau cyhoeddus strategol a chyfathrebu marchnata hynod lwyddiannus ar gyfer rhai o frandiau mwyaf y byd, gan gynnwys IBM, CapGemini, MySQL, Apple (FileMaker) a Checkpoint. 

Mae Andrew wedi bod yn arloeswr cyson ym maes cysylltiadau cyhoeddus, ac mae ymhlith yr ymarferwyr cyntaf yn y DU i elwa ar yr e-bost (1991), y We Fyd-eang (1994) a Twitter (2007). Disgrifir ef fel “tad bedydd blogio ym maes cysylltiadau cyhoeddus yn ôl y ffaith” ("de facto godfather of PR blogging"), ac mae’n siarad a sylwebu’n rheolaidd yn y cyfryngau am integreiddio cysylltiadau cyhoeddus gyda chyfryngau cymdeithasol, optimeiddio chwilio a dadansoddeg. Ef hefyd yw cyd-awdur dau lyfr llwyddiannus iawn ar y cyfryngau cymdeithasol, sef Share This a Share This Too, ac mae’n aelod o Banel Cyfryngau Cymdeithasol CIPR. 

Mae’r cwrs hwn yn werth 10 o bwyntiau DPP CIPR

Have questions about imPRove training: Measurement and evaluation? Contact CIPR Cymru Wales

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When & Where

Golley Slater
13 Wharton Street
CF10 1GS Cardiff
United Kingdom

Wednesday, October 10, 2018 at 9:30 AM (BST)

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CIPR Cymru Wales

The CIPR (Chartered Institute of Public Relations) Cymru Wales is for professional communicators. Our members work across business, industry, PR consultancies and in government, education, health and other public bodies.

The CIPR is UK-wide and offers training and development leading to professional qualifications that are increasingly demanded by employers. We also strive to ensure high standards of professionalism and conduct among our members.
We have recently celebrated not only our 40th anniversary in Wales, but also the granting of chartered status to our organisation - confirming our position as a leading professional body.

A committee of Welsh PR professionals looks after the interests of CIPR members in Wales - organising annual and monthly events; arranging and communicating training and career development opportunities in Wales; providing a voice for the profession in Wales; communicating national CIPR information to the Welsh membership; and working in partnership with Welsh universities on a number of fronts.

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imPRove training: Measurement and evaluation
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