PRIA PD: Measurement and Evaluation - Sydney

Upgrade to industry best practice in research, objectives, measurement and evaluation to improve your results, demonstrate success and show the worth of public relations in today’s increasingly evidence-based world.

Packed with information, discussion and case studies, this one-day workshop with industry leader Carol Moore gives experienced practitioners fresh perspectives on how best to plan, track, adapt, measure, analyse and report on their communication campaigns.

Participants will be invited to challenge old habits, reassess core assumptions and consider more rigorous methodologies and systems to prove PR campaign success on multiple levels.

The workshop also covers the fundamentals of the PRIA’s Principles on Best Practice in Research, Measurement and Evaluation of Public Relations to upgrade and refresh participants’ knowledge and assist them to coach and direct others in these vital skills.

Key elements covered in the workshop include:

  • Looking critically at how, what, when and who we research
  • Developing strong communication objectives to provide clear direction, benchmark targets and enable robust evaluation
  • Measuring not only PR outputs but also outtakes, outcomes and contribution to organisational results
  • Embedding monitoring, measurement and evaluation into every stage of a campaign (and making it routine practice)
  • Analysing results to extract the insights and key learnings that management expect


Carol Moore MPRIA is an award-winning senior public relations consultant and qualified trainer with extensive knowledge and experience of measurement and evaluation developed over almost 30 years. Carol is passionate about effective communication and the value of PR, enthusing participants in her popular PRIA and in-house workshops on measurement and evaluation, PR planning and communication strategy.

A founding member of the PRIA’s Measurement and Evaluation Committee, Carol received the 2016 PRIA National President’s Award for Advancements in Best Practice in recognition of her work developing the PRIA’s measurement and evaluation guidelines and educating members.

Carol is the principal of Sydney consultancy Moore Public Relations, which she founded in 2000 after 12 years with large consultancies. While she has a special interest in health and social issues communication and advocacy, her PR consulting and communication training experience spans a wide range of sectors, from healthcare and consumer goods to government, not-for-profit and business-to-business. Carol’s extensive expertise includes PR campaign strategy development and direction, management of complex communication projects, targeted media liaison, reputation building, issues management, internal communication and change communication.


This PRIA Professional Development session provides seven hours towards members’ annual Continuous Professional Development (CPD) requirements. It is suitable for practitioners at the Managerial or Directorial Stage of Practice (or senior Emerging Practitioners), at Australian Qualifications Framework Level 8 and above. See the Professional Framework.


Communication practice knowledge; Client knowledge; Sector knowledge; Client engagement; Audience insights; Campaign planning; Measurement and analytics; Oral communication; Listening;


Date: Tuesday 23 May 2017

Venue: Pullman Quay Grand Sydney Harbour - 61 Macquarie Street, Sydney

Time: 8.45am for 9.00am start. The event will conclude at 5.00pm

Cost: Members $499 | non-members $699

CPD Points: 8

Limited places available: Please book as soon as possible as there are limited places available

Terms & Conditions

Please read the PRIA Cancellation and Refund Policies and PRIA general event terms and conditions before registering.

PRIA event tickets can only be purchased online via credit card payment in advance. Members are required to log into PRIA website to obtain the appropriate discount and to ensure continuing professional development points are tracked.

If you wish to purchase group (more than five) event tickets and require direct deposit details please call (02) 9331 3346 or email Note that cash or credit card payment at an event is no longer available.

Registrations Open: 24th Mar 17 12:00 AM
Registrations Close: 21st May 17 11:59 PM
Price: AU $ 699 (Inc. GST)
Places Available: 10


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