PRIA WA Event | Measurement and Evaluation Workshop | NEW DATE!

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. This workshop will be particularly useful in preparation for 2018 Golden Target Award submissions.

Packed with information, discussion and case studies, this half-day workshop with Dr Katharina Wolf provides practitioners at all levels with 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 public relations success on multiple levels.

The workshop covers the fundamentals of the PRIA’s Principles on Best Practice in Research, Measurement and Evaluation of Public Relations, as well as the International Association for Measurement and Evaluation of Communication’s (AMEC) Integrated Evaluation Framework, 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


Dr Katharina Wolf FPRIA is an award-winning educator, researcher and course coordinator of the public relations program at Curtin University. Katharina is passionate about effective communication and the value of PR, enthusing learners at all levels on measurement, evaluation, PR research skills and communication strategy.

Katharina has twenty years of communication and media experience, as an educator and practitioner. Her industry experience encompasses communication and research roles in Germany, Spain, the United Kingdom and Australia.

Katharina is the Chairperson of the Public Relations Institute of Australia’s (PRIA) national Education Committee and a former PRIA WA State President and national Board member. She is a regular judge of the PRIA Golden Target Awards for excellence in communication. Katharina is a Fellow of the Public Relations Institute of Australia and a member / Accredited Practitioner of the Chartered Institute of Public Relations (CIPR).


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


Date: Friday, 13 July 2018

08:30 hrs - Registrations Open
09:00 - 12:30 hrs - Workshop

Venue: Curtin University - building 410 room 209
Kent St, Bentley WA 6102
Cost: Members: $225 pp
Non-members: $350 pp
CPD Points: 3.5

PLEASE NOTE: There are strictly limited places available. Ensure you book as soon as possible to avoid disappointment.

Thank you to our venue sponsor

Registrations Open: 13th Jun 18 4:50 PM
Registrations Close: 12th Jul 18 11:55 PM
Price: AU $ 350 (Inc. GST)
Places Available: 6


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