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

2. 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

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

4. 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!

5. 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

6. 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

7. 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

8. 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

9. 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

10. How the Framework works

11. Step by step process

12. 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.

13. A clear position

14. 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

15. 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

16. Questions/Discussion
world’s biggest measurement & insights trade body #amecorg 16