PR Measurement & Analytics Course: Proving PR ROI
Replace vanity metrics such as advertising value equivalents with evidence of what PR changes for awareness, sentiment and revenue. This two-day PR measurement course in Malaysia covers the AMEC integrated evaluation framework, GA4 with UTM tagging, multi-touch attribution and concise dashboard reports for CFOs and boards.
Course overview
Moving far beyond obsolete vanity metrics like AVEs (Advertising Value Equivalency), this course provides mathematically sound frameworks to measure PR's actual impact on brand awareness, sentiment, and revenue performance.
Programme: Data-Driven PR Measurement, Analytics & ROI
Which course should I choose?
Choose PR Measurement & ROI to design objectives, evaluation and management reports. Media Monitoring & Social Listening concentrates on gathering and interpreting reputation signals and audience conversations.
What you will learn
- Eliminate AVEs: Replace outdated metrics with modern AMEC-aligned evaluation methodologies.
- Prove Business Impact: Connect PR activity directly to business outcomes like lead generation, pipeline, and valuation.
- Master Measurement Tools: Deploy advanced web analytics, multi-touch attribution, and sentiment tracking.
- C-Suite Buy-In: Present clear, data-driven PR reports that resonate with CFOs and CEOs.
Course outline
Explore the 8 modules covered in the programme. The sequence and emphasis can be tailored to participant needs.
Day 1: Modern PR Measurement Frameworks
The Fallacy of Vanity Metrics & AVEs
- Why legacy metrics damage PR credibility and how to transition to meaningful business metrics.
The AMEC Integrated Evaluation Framework
- Deep dive into mapping Inputs, Activities, Outputs, Outcomes, and Organizational Impact.
Setting Measurable PR Key Performance Indicators
- Aligning communication objectives with tangible KPIs across awareness, consideration, and advocacy.
Web Analytics for PR Professionals
- Utilizing Google Analytics 4, referral path tracking, UTM tagging, and custom goal conversions.
Day 2: Attribution Modeling & Executive Reporting
Multi-Touch Attribution Models
- Understanding PR’s role in complex customer journeys using direct, first-touch, and assist attribution.
Brand Health & Share of Voice Metrics
- Measuring relative visibility, net promoter shifts, sentiment lift, and key message penetration.
Building C-Suite Ready PR Reports
- Structuring concise, impact-focused dashboard reports designed for board members and CFOs.
Measurement Strategy Capstone
- Practical exercise: Building a complete evaluation and attribution model for an ongoing PR program.
Measurement Strategy Capstone
Trainer-led explanation and discussion connect the module topics to workplace application. Practical exercise: Building a complete evaluation and attribution model for an ongoing PR program.
Who this course is for
PR professionals, corporate communication teams, corporate affairs managers, marketing leaders and organisational spokespersons.
Before you join
Bring a learning objective and an anonymised example to discuss. Confirm any software accounts, equipment or other prerequisites with ISDS before booking.
How to join this PR Measurement, Analytics & ROI course in Malaysia
Seeking PR analytics training for your communication team in Malaysia? It suits PR professionals, corporate communication teams, corporate affairs managers and marketing leaders, who leave with a complete evaluation and attribution model built for an ongoing PR programme and a clear structure for C-suite reporting.
Kursus Pengukuran dan Analitik PR (PR Measurement) di Malaysia
Kursus 2 hari untuk pengamal PR, pasukan komunikasi korporat dan pemimpin pemasaran. Peserta menetapkan KPI berdasarkan rangka kerja AMEC, menjejak trafik melalui Google Analytics 4 dan tag UTM, serta menyediakan laporan papan pemuka (dashboard) untuk pengurusan atasan. Kelas awam dan latihan dalaman boleh dibincangkan mengikut keperluan organisasi. Sila sahkan kelayakan HRD Corp (HRDF), pengaturan tuntutan, yuran dan tarikh dengan ISDS sebelum membuat tempahan.
Your trainer
Sharves Bala
A corporate communications strategist and executive trainer with more than 20 years of experience in PR, media relations, reputation management and stakeholder engagement. Her sessions use practical frameworks, case studies and simulations.
Trainer availability is confirmed for each programme.
Get the full course brochure
View the full outline, learning outcomes and learning approach in the PDF, download a copy, or have it emailed to you.
Questions about PR Measurement, Analytics & ROI
Why does this PR measurement course move away from AVEs?
The course treats advertising value equivalents as vanity metrics that damage PR credibility. Instead, participants map inputs, activities, outputs, outcomes and organisational impact with the AMEC integrated evaluation framework, set KPIs across awareness, consideration and advocacy, and connect PR activity to business outcomes through web analytics and attribution.
Who should attend PR Measurement, Analytics & ROI training?
PR professionals, corporate communication teams, corporate affairs managers, marketing leaders and organisational spokespersons.
Who teaches the PR Measurement, Analytics & ROI course?
Sharves Bala is the assigned trainer. Trainer availability is confirmed with your programme arrangements.
How is the course taught?
Trainer-led explanation and discussion connect the module topics to workplace application. Practical exercise: Building a complete evaluation and attribution model for an ongoing PR program.
How long is the PR Measurement, Analytics & ROI course?
The course runs for 2 days. Ask ISDS about the next public session or an in-house schedule for your team.
Is the PR Measurement, Analytics & ROI course HRDF claimable?
Ask ISDS to confirm HRD Corp (formerly HRDF) eligibility and claim arrangements for this programme before booking. Where applicable, claims are arranged through our partner, Orange Revolution.
Will I receive a certificate for the PR Measurement, Analytics & ROI course?
Public-class participants receive a certificate of participation. Ask ISDS about certificate arrangements for in-house training.
How much does the PR Measurement, Analytics & ROI course cost?
Ask for a quotation or an in-house proposal. Share your course, team size and preferred dates, and we will confirm the format, fees, inclusions and any HRD Corp claim arrangements.