Speakers

Dayna-and-Jenny

Dayna Elliott and Jenny Cruxton

Workshop:
Updating Communications Measurement: The New Media Ratings Points (MRP) Platform and Best Practices for PR Professionals

In Canada, we have a standard of measurement for traditional earned media, Media Relations Rating Points (MR2P), now Media Ratings Points (MRP).  A decade ago, the original platform was developed by senior communications experts and the CPRS, and endorsed by the IABC and CCPRF.  MRP incorporates both qualitative and quantitative metrics and standardized media data.

Changes in the media landscape require PR professionals to continually adjust how they are measuring their efforts. Measuring and analyzing communication campaigns, both qualitatively and quantitatively, across paid, earned, shared and owned channels, is crucial in understanding the overall success of MarCom efforts.

This session will introduce a completely re-imagined platform to help communications and marketing professionals streamline their measurement processes. It will unveil new software features, and feature a Q&A with a CPRS measurement committee member covering best practices and guidelines PR professionals should implement when reporting KPIs and outputs of their work.

Biographies:
Dayna Elliott

Dayna Elliott is the first to admit that she is a technology geek, having spent more than 15 years working with technology; as a web developer, technical support, project manager, software trainer, and more recently focusing her attention on reshaping the MRP experience. Elliott is focused on ‘the experience’, and has found her strengths lie in walking the line between highly technical and highly empathetic and leading teams to do the same.

She loves setting strategy and helping teams grow. For her, there is no better feeling than setting plans in motion and watching a team of professionals develop, succeed, while helping customers grow and succeed at the same time.

Jenny Cruxton

Prior to joining Fifth Story, MRP™ Jenny Cruxton worked for FPinfomart.ca as Sr. Corporate Trainer, Cision in Sales & Marketing and Hill and Knowlton as Information Co-ordinator.

Cruxton brings more than 20 years of experience in PR, media monitoring/analysis and more recently social media. She is a graduate of Durham College, Journalism; F.I.S University of Toronto, Information Professional as an Educator; and earned a certificate in Competitive Intelligence, Market Analysis and Benchmarking, Schulich School of Business, York University. In her spare time she loves to cook, enjoy wine and is a rabid Hockey Mom!

WPRF Partners