Measurement and the PR Professional February, 2018 Barry Leggetter CEO, AMEC

integral part of communications.” “Make measurement a mainstream part of every PR programme and campaign. It’s not a nice to have. It’s an integral part of communications.” Alex Aiken Executive Director of Communications, UK Government - AMEC Global Summit

Evolution in measurement 2000 2010 2015 2018 AMEC Integrated Evaluation Framework (IEF) Clip Books… Messy Time Consuming Barcelona Principles Barcelona Principles 2.0

Four fires driving measurement agenda It’s about being data-smart Procurement specialists demanding measurement Greater interest in measurement by PR industry than ever before It sets agencies apart BUT ..you need to make a commitment!

Commitment: - why measure Serve clients Grow Business Protect the business Clients want proof what you do is working Measurement can help you win business If you can’t show results, other firms will

Major AMEC milestones Barcelona 2010 Barcelona Principles Lisbon 2011 Valid Metrics Framework Madrid 2013 Social Media Measurement Framework Amsterdam 2014 User Guides and how to’s Stockholm 2015 Barcelona Principles 2.0 London 2016 IEF – The Integrated Evaluation Framework

Measurement March began in Barcelona Importance of Goal Setting and Measurement Measuring the Effect on Outcomes is Preferred to Measuring Outputs The Effect on Business Results Can and Should Be Measured Where Possible Media Measurement Requires Quantity and Quality AVEs are not the Value of Public Relations Social Media Can and Should be Measured Transparency and Replicability are Paramount to Sound Measurement

The Seven Principles ORIGINAL (2010) BARCELONA PRINCIPLES 2.0 (2015) Importance of Goal Setting and Measurement Measuring the Effect on Outcomes is Preferred in Measuring Outputs The Effect on Business Results Can and Should be Measured Where Possible Media Measurement Requires Quantity and Quality AVEs are not the Value of Public Relations Social Media Can and Should be Measured Transparency and Repeatability are Paramount to Sound Measurement BARCELONA PRINCIPLES 2.0 (2015) Goal Setting and Measurement are Fundamental in Communication and Public Relations Measuring Communications Outcomes is Recommended Versus Only Measuring Outputs The Effect on Organizational Performance Can and Should Be Measured Where Possible Measurement and Evaluation Require Both Qualitative and Quantitative Methods AVEs are not the Value of Communications Social Media Can and Should be Measured Consistently with Other Media Channels Measurement and Evaluation Should be Transparent, Consistent and Valid

AMEC’s latest initiative - the Integrated Framework Integrated Evaluation Framework launched in June Logical, step by step process Internationally recognized Positive welcome! Now translated into 12 languages

How the Framework works

Step by step process

AMEC’s commitment to education In 2016 we will spend 60% of our annual budget on education China has become latest Strategic Partner/ Deliberating taking our Global Summit to Asia for first time in May (Bangkok: May 17/18) We will continue to fight the use of AVEs.

A clear position

Client demand for AVEs is declining 79% say half or more of their clients demand an AVE score (2010) 22% say half or more of their clients demand an AVE score (2016) The industry is moving on and leaving AVEs behind

PR industry taking measurement seriously PR companies and their clients are taking measurement more seriously than at any time. Measurement agnostic to …..measurement partner. More RFP’s/briefs have specific measurement component. More companies are “making metrics mainstream” Source: AMEC International Insights Study, June, 2017

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