With thinly stretched marketing budgets and a rapidly changing media landscape, how do businesses determine the success of their public relations objectives? Peter Smolowitz, a member of the Eric Mower + Associates Public Relations + Public Affairs Group, will discuss measurement solutions Feb. 22 at Wake Forest University's 23rd Annual Marketing Summit.
Smolowitz will be part of a panel organized by the American Association of Advertising Agencies that will dive into the critical issue of marketing metrics.
“Most marketing planning sessions these days start and end with discussions centered on metrics,” Smolowitz said. “Situations obviously vary depending on the client, but in each case, we need to find the best ways to ensure that PR activities tie into business objectives. It’s not about measuring the PR work product, it’s about measuring the business results that have been achieved.”
Smolowitz is a management supervisor at EMA, a full-service marketing communications firm that’s one of the nation’s leading independent agencies. Bulldog Reporter gave EMA one of the marketing industry’s highest accolades, naming the firm a Midsize Agency of the Year in 2012.
Smolowitz helps lead a range of B2B, consumer and investor relations’ accounts, and he’s an effective crisis counselor and media trainer. Before joining EMA in 2008, he was a reporter at The Charlotte Observer, The Philadelphia Inquirer and The Associated Press.