PRSA Nashville November Luncheon
November 14, 11:30am - 1:00pm at
Second Harvest Food Bank of Middle TN

Insight-Driven PR: Using Research to Develop Messaging that Matters

Market research can be a powerful tool to help PR practitioners hone their message and reach their target audience. Yet research can also seem somewhat daunting.  How do you (or can you) fit it in when time is short? How do you make sense of the findings and incorporate them effectively?

In this session, Heather Ball and Jill Jackson from 20|20 Research will give you a peak behind the curtain of market research when applied to PR. They’ll provide an overview of various approaches, detail common misconceptions, and help you understand when it is and isn’t a fit.  They’ll also share case studies of how research has been used successfully to strengthen messaging, crisis communications, and more.

Heather Ball, Vice President, Marketing
Jill Jackson, Client Development Associate

  • Intro - speakers & 20|20
  • Research 101 - What is MR, primary v secondary --> quant v qual --> digital v F2f
  • Perceptions of Research - quick summary of findings from our exploration into marketers
  • Myths Busted - how to overcome the perceived challenges
  • Where it Fits - how and when to use research for PR; checklist for determining opportunity, what you need to know if starting
  • Putting it Together - case studies and examples (crisis comm, ad test, message/concept test, brand perception)


Tuesday, November 14 at 11:30 a.m.

Second Harvest Food Bank of Middle TN
331 Great Circle Road| Nashville, TN 37228

Free parking, but we recommend carpooling

Please bring non-perishable food items to donate to Second Harvest Food Bank. If you bring three items or more, you will receive an extra entry into the drawing to win a free luncheon registration!

**Please Note: Advance registration is required. Walk-up registration will not be available for this event.**

Jill Jackson
Client Development Associate
20|20 Research

Jill serves as a Client Development Associate for 20|20 Research.  In this role, she consults with new and existing clients, helping them identify the best research approach for their objectives. Previously, Jill held positions with the company’s recruiting and project management teams. She attended the University of Tennessee and holds a BBA in Human Resources and Marketing.

Heather Ball
Vice President of Marketing
20|20 Research

Heather is Vice President of Marketing for 20|20 Research.  In this role, she is responsible for strengthening the company’s brand, as well as the development of the marketing strategy and campaigns. Before joining 20|20, Heather held a variety of marketing and communications positions in the financial services and banking industry, most recently serving as Director of Marketing for Comdata.  She has an MBA from Vanderbilt University.  

Register by Tuesday, October 31 for a discounted rate.

$35 for members/$45 for guests/$25 for students
NOTE: After October 31, prices go up to $45 for members/$55 for guests.  

Registration Deadline: November 7, 2017


  **Advance registration is required. Walk-up registration will not be available for this event.**


Lunch will be a buffet. Please indicate on registration form if you have any dietary restrictions.

National PRSA Organization

Thanks to our sponsor for their support: MyMediaInfo

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PRSA Nashville
618 Church Street, Suite 520
Nashville, TN 37219