NPC'S Get It Online schedules talk on 'Smart PR Measurement for the Digital Age'

The National Press Club's Get It Online lunch-discussion series plans to present “Smart PR Measurement for the Digital Age” on Friday, Dec. 4 at noon in the NPC's Games Room.

The cost of the event -- $15 for Press Club members and $75 for non-member guests -- includes a buffet lunch, water and iced tea, tax and gratuity. The event will conclude by 1:30 p.m. Register here.

We have more measurement tools than ever before; so many, that we don't know what to do with most of them. And no matter how good a tool is, you still need smart people using it in a smart way, to derive the most benefit. In this session, you will learn the basics of good PR measurement and, conversely, the seven deadly sins of bad measurement. We’ll discuss and how to differentiate between fact and fiction in the measurement context and which two acronyms to stay far away from.

Shonali Burke of Shonali Burke Consulting plans to deliver a short presentation, answer questions and lead a discussion.

Burke is a social PR strategist who rebuilt the ASPCA’s communication function and instituted its award-winning measurement program. She was named to PR Week’s first Top 40 Under 40 list and the first list of 25 Women That Rock Social Media. Burke frequently speaks on, and is quoted in, industry events and media.

The Get It Online lunch discussion series brings experts in social media and digital communication to the Club for a members-only lunch discussion.