NPC Communicators Virtual Lunch & Learn: ROI for Strategic Communicators

The National Press Club Communicators Team will host a virtual "Lunch & Learn" program focused on how strategic communications professionals can measure and deliver quality return on investment (ROI) from their campaigns. The 1-hour online discussion will feature Beth Egan, Associate professor of Advertising at the S.I. Newhouse School of Public Communications at Syracuse University.

Beth Egan is perfectly situated to speak about return on investment—what it means in the strategic communications context, how we can explain it to our clients and the C-suite in terms they understand, and the ways we can gather the data that can prove our value.

She is a scholar-practitioner in the truest sense of the term as an associate professor of advertising at the S.I. Newhouse School of Public Communications at Syracuse University, where she brings more than 25 years of experience in the advertising and media business.  

In addition, she is the author of Media Planning Essentials (https://home.stukent.com/join/165-1D5), the first online, digital-first media planning textbook, which is paired with a simulation model built following the logic used in industry tools such as Nielsen’s Commspoint Influence channel planning optimizer. 

Professor Egan provides strategic communications solutions built on sound business analytics, the understanding of deep consumer insights, a solid grounding in the holistic business situation and delivering creative, unique approaches to engaging consumers. 

Her academic research focuses on the intersection of strategic communication and business analytics. She has a passion for identifying how consumers engage with and interpret branded content and is also working on developing a machine learning approach to television ratings data to identify predictors of ad retention. 

Professor Egan will speak with Dr. Mitch Marovitz, an NPC member who is director of the Communications, Journalism, and Speech Program at the University of Maryland Global Campus.

This online event is free and available to National Press Club Members ONLY.  Registration is available online at https://bit.ly/3R0Nui7.