Metro Portland Public Relations Group Hosting Expert on Media Measurement

PORTLAND (March 3, 2008) — The analysis of news coverage will be the featured topic at the Wednesday, March 19th luncheon of the Portland Metro Chapter of the Public Relations Society of America (PRSA).

Guest speaker Johna Burke, West Coast regional vice president of BurrellesLuce, will discuss current best practices in measuring the value and impact of media coverage. BurrellesLuce is the country’s largest provider of media monitoring and measurement services.  Prior to joining BurrellesLuce, Ms. Burke was director of public relations and investor relations for U-Haul International.  She is a PRSA member, and serves as Southern Region vice chair of the International Association of Business Communicators.

Measurement is assuming central importance in the public relations profession.  With PR practitioners being called on to play a major role in the attainment of an organization’s overall objectives, there is a growing need to demonstrate the value and impact of coverage in every media channel: print, Web, television and radio.  Since media measurement is a crucial function for organizations of all sizes, Ms. Burke will suggest ways in which measurement can be tailored to fit even modest budgets.
 
The luncheon will begin at 11:45 a.m.  For location and reservation information, visit www.prsa-portland.org.

PRSA’s Portland Metro Chapter was formed in 1960.  Serving greater Portland and southwestern Washington, it has nearly 250 members and is one of the most active PRSA chapters in the nation.   

In the past few months, the chapter has sponsored events addressing a variety of practical and timely subjects, including:

• Going Green in Oregon

• PR Ethics and Corporate Social Responsibility

• Crisis Preparation

• Understanding Real-Time Media

The chapter also presents the annual Spotlight Awards, which recognizes and honors the regional public relations communities' best campaigns and tactics during the previous 12 months.

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