BurrellesLuce, Agency Executives to Address PRSA Group On Role of Media Measurement in Building Client Relationships

May 16, 2008 — Media measurement's vital role in enhancing relationships with public relations clients will be explored in a presentation co-delivered by a top BurrellesLuce executive at the spring conference of the Public Relations Society of America's Counselors Academy.

"Increase the Value of Client Relationships Through Measurement" is the focus of remarks to be given by Steve Shannon, executive vice president of BurrellesLuce, and Steve Knipstein, senior vice president and general manager, Cushman/Amberg Communications.

They will share their expertise during a breakout session to be held on the morning of May 19. The conference, which runs through May 20, is taking place in Naples, FL. The meeting theme is "Survival of the Fleetest: Anticipate. Adapt. Act."

In describing the Shannon and Knipstein session, PRSA notes that evaluating and documenting the impact of media relations activities has become a necessity in PR practice. "For savvy counselors," PRSA emphasizes, "measurement programs produce additional benefits," one of which is to "elevate the nature of client conversations." And by obtaining the involvement of high-level players who are not members of the communications team, measurement programs also strengthen the counsel provided by a PR practitioner.

PRSA explained that the session led by the BurrellesLuce and Cushman/Amberg executives will help PR counselors learn "how to design and implement cost-effective, consistent measurement programs, and apply them to retain clients, enlarge relationships, and expand (the counselor's) share of wallet."

The Counselors Academy is a professional interest section of the PRSA, dedicated to providing principals and senior counselors of public relations firms with the resources needed to nurture their companies and hone the professional skills of their people. Membership in the Counselors Academy is limited to counselors accredited by PRSA or the Canadian Public Relations Society, or consultants with at least 10 years' experience in the field.

About BurrellesLuce
BurrellesLuce provides comprehensive media relations planning, monitoring, and measurement services help communications professionals improve their media relations results. The company is a presenting sponsor of the PRSA Counselors Academy 2008 Spring Conference.

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