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Proving Content Marketing ROI in 2020

Content marketing has evolved over the past decade. From our audiences to content formats, we’ve changed the way we distribute and measure our content. With over 7,000 marketing technologies in the landscape the tools we use as communicators keep growing.

With all of that change, do you ever feel you’re putting in effort, but aren’t seeing the ROI you’d expect? As a communicator in today’s world, it’s important that you have an understanding of how you can bring life to your content marketing efforts so that you’re proving ROI and using industry best practices.

In a thought provoking panel discussion, Lauren Hamilton, VP of Marketing & Promotions at Downtown Partnership of Baltimore, Monica DiBartolo, Director, Brand Marketing at Walden University, and Carley Milligan, Digital Editor at Baltimore Business Journal will share their insights about content strategy, tracking metrics, and how to prove ROI. Our panel moderator will be Phillip Yerby, Senior Manager, Client Experience at Weber Shandwick. Click here to meet the panelists.

Event Details
Tuesday, January 28, 2020 | 6:00 – 8:00 pm
Price Modern | 2604 Sisson Street | Baltimore, MD 21211

Event Schedule
6:00 – 6:30 pm | Registration and Networking
6:30 – 7:30 pm | Presentation and Q&A
7:30 – 8:00 pm | Networking

*Ticket price Includes hors d’oeuvres and beer/wine courtesy of Gourmet Express Catering.

Many thanks to our event partners, American Marketing Association Baltimore and Price Modern as well as our catering sponsor Gourmet Express Catering!

Tickets:
PRSA and AMA Members – $30.00 + $2.54 Fee
Non-Member – $45.00 + $3.30 Fee
Student – $15.00 + $1.78 Fee

APR Information Session (Virtual)

Interested in learning more about the accreditation process?

Join us for a FREE virtual online session with Maryland Chapter Accreditation Chair Dianna Fornaro, APR, as she goes over the 3 main steps you need to know to get started earning your APR.

Meeting Details:
Date: Friday, January 24
Time: 10 a.m. – 11 a.m.
Call in: 1-800-272-6703
Conference ID: 94138

Please RSVP to info@prsamd.org.

Have questions? Contact Dianna Fornaro, APR at dfornaro@ceiwc.com

Click here to learn more about APR.

Spring Session of APR Online Course begins January 28

The next session of the APR online course begins with an Orientation on Jan. 28 at 8:00 p.m. Eastern time. This course is invaluable to help you prepare for the APR exam.

Participants in this course are PR and communications professionals from all over the country. Facilitators are senior PR professionals who hold the APR designation as well as senior level positions at private and public organizations across the U.S. They often speak from experience to the various topics at hand.

The course is supported by a Study Guide as well as several textbooks. Over the course of 13 weeks, you will delve into the 10 modules, or chapters, covered in this course. Chapters include: Public Relations: A Management Function, Applying Ethics and Law, Communication Models and Theories, Managing Issues and Crisis Communications, Leading the PR Function, Managing Relationships, and, of course, Research, Planning, Implementation, and Evaluation (RPIE), the 4-step process that is at the heart of all successful public relations campaigns

During the final week of the course, you’ll have a chance to discuss your ideas for a Communications Plan utilizing RPIE. This information will be especially helpful in preparing your individual Panel Presentation, which must be presented and approved before you can take the APR exam.

The course is very convenient; it will be held completely online for one hour each week during the evening from 8:00 – 9:00 p.m. The PRSA member price is $195 (group discounts are available), and participants may take this course up to three times a year – in the spring, summer, and fall.

For more information on the APR online course, click here,

For the Spring 2020 course schedule or to enroll, click here.

 

PRSA Maryland Announces Four New APRs

Photo caption: PRSA Maryland Chapter Accreditation Manager Dianna Fornaro, M.A., APR (center) with Janice Smith, Ph. D., APR (left), and David Marshall, Ph.D., APR, at BIM19 in Dec. 2019. (Not pictured: Christine Frey, APR and Kelly Stoll, APR.)

PRSA Maryland is proud to announce our chapter’s four newest APRs! The four were first announced at our Best in Maryland (BIM) Awards Gala on December 4.

The APR is our profession’s only national post-graduate certificate program. It demonstrates a PR practitioner’s or educator’s commitment to the highest standards of the profession, to ethical conduct, and to professional excellence.

Unlike the credentials required for competence in many other professions, the accreditation process for PR professionals is voluntary, Consequently, the APR credential is held by very few today. Currently, only 19% of PRSA members are accredited, according to PRSA National.

PRSA Maryland Chapter’s four newest APRs are:

Christine Frey, APR
Senior Corporate Communications & Patient Education Manager
American Urological Association

David Marshall, Ph.D., APR
Professor and Chair of the Dept. of Strategic Communication
Morgan State University

Janice Smith, Ph.D., APR
Asst. Professor & Director of The Strategy Shop, Morgan’s in-house PR agency
Morgan State University

Kelly Stoll, APR
Senior Strategic Communications Specialist
AECOM

Congratulations to all of them!

The Emotional Side of Brand (Webinar)

Today, almost every offering is a commodity. While companies are looking for ways to gain a loyal following and charge premium pricing, they can no longer do so simply based on customer service and ‘innovation’ of the offering. They must create a unique brand position which distinguishes them from every other company in their industry. Their brand must evoke emotion in and establish a connection with their audience. Eliciting emotions doesn’t always equate to a tear-jerking message but, rather, helps the audience to care. And when the audience cares, they are much more willing to act.

This webinar will focus on the essential role branding plays in business, one unique approach to branding, and how it impacts a company’s overall success. The session will highlight the importance of creating emotional connections between brands and their target audience, and how this connection will ultimately impact the bottom-line.

Attendees will leave the webinar with:

  1. Steps to assess their current business practices and how their audience perceives them
  2. Practical tools to create a unique, powerful emotional connection with their target audience
  3. Strategies to position them for long-term success in their industries, and impact their bottom-line

 

Click below to view webinar:

About our presenter: Shana Harris, COO, Warschawski.

In her role as COO, Shana oversees and manages the agency’s operations while playing an active role in account management, new business and HR. Shana has successfully delivered outstanding results for a broad scope of national and international clients and high-profile brands. A thought leader in the branding and marketing communications spaces, Shana is frequently sought out for comment and her expertise, often quoted by the regional and national media on PR/Crisis Communications and branding issues, and is regularly invited to speak at regional, national and international conferences. Click here to learn more. 

Thank You to Our Chapter Sponsors

Thank You to Our Chapter Sponsors