Angela Jeffrey, APR
Measuring the Power of News on Advertising & Business Outcomes

To survive in today’s integrated media environment, we must learn to correlate and integrate our news results with business outcomes and paid-media efforts. Come hear some very new research on the intersection of paid- and non-paid media, and the power of news coverage to impact, or virtually un-do, advertising effectiveness. Learn how to ensure the success of your client or organization’s marketing spend through your contribution. Participants will discuss:

• The impact of news on business outcomes

• The impact of adding paid-media to the mix

• How to calculate Net Favorable Media Coverage and Share of Discussion

• How to compare paid- and non-paid messaging

• How to pull simple correlations to outcomes – without being a math major

About Angela

Angela Jeffrey, APR, is vice president of editorial research at VMS, and member of the IPR Commission on PR Measurement & Evaluation. She has won multiple Silver Anvils and Gold Quills, and developed PRtrak, a DIY media analysis solution that is a national brand today. In 2002, PRtrak was acquired by SDI, an international analytics firm that enhanced the platform through the creation of “Share of Discussion” analysis. In 2005, VMS acquired PRtrak from SDI. Today, Angela works with VMS researchers on the integration of both news and advertising competitive analysis into a new “Integrated Media Intelligence Index,” which holds great promise for predictive modeling.

To register for the 2009 Heritage Region Conference, click here.