Measuring What Matters: PR’s Path to Business Impact
This measurement panel will dive into what it really looks like to move from vanity metrics (like impressions or AVEs) to business impact. Featuring voices across agencies and consultancies specializing in proving and improving the impact of communications, this panel will unpack how top teams are demonstrating PR’s value in revenue, retention, and reputation and what it takes to get there.
You’ll learn how to:
- Shift client expectations around measurement
- Connect PR outputs to business outcomes
- Structure reports that influence execs (not just check a box)
- Build stronger partnerships across sales, marketing, and product
- Avoid common traps (like AVEs and over-servicing)
Speakers
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Amber Daugherty
Value + Impact Consultant
Big Valley Marketing
Amber Daugherty is a strategic communicator who believes strongly in the use of data to drive tactics and strategies that align with business goals. As Big Valley Marketing’s first Value & Impact Consultant, Amber focuses on helping clients determine and improve the value and impact of their marketing and communications investments to fuel ongoing growth and success.
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Brittany Paxman
Managing Partner
Point 600
Brittany is a technically-minded communications leader with 15 years of professional comms experience. Brittany is a Managing Partner at Communications Consultancy Point 600. This woman-owned firm is changing how communicators think about data and technology. Her work includes building measurement strategies, data infrastructure plans, selecting CommTech partners, building programmatic process, and implementing CommTech tools for CCOs at large organizations. She currently leads communications measurement and analytics for clients including the ACLU, Hewlett Packard Enterprise, Encore Capital Group, and LIXIL.
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Craig Troskosky
Senior Vice President
Edelman Data & Intelligence
Craig Troskosky, APR, is a seasoned public relations professional with extensive experience in the communications industry. Currently serving as Senior Vice President at Edelman Data & Intelligence (DxI) since February 2014, Craig has held various senior roles including Vice President and Research Director.
