JON MEAKIN, AMEC AGENCY GROUP CHAIR

Today (1^st November) marks the start of AMEC Measurement Month. It’s a tried and trusted technique used by organizations the world over to designate a month (or week, or day) as a point of focus for their particular cause.

For those of us involved with AMEC, championing the need for measurement and evaluation to be taken seriously by PR agencies and their clients alike, every month is Measurement Month. Every week is Evaluation Week. Every Day is Planning Day.

Because just as building relationships, telling stories, and creating content are part of the everyday toolbox for PR practitioners, so too should an understanding of measurement and evaluation. For without that, how can we ever prove that those other skills are effective?

That’s what Measurement Month is all about: Shining a light on the need for robust measurement and evaluation of PR activities, so that we can demonstrate the value of what our profession brings to the table.

But we must go beyond making the case; I believe the argument for why we need this is already won. We must start to answer other questions: What should we measure? How should we go about it? Where do we start? These are the questions that stand between good work, and work that is beyond good, and is demonstrably effective and impactful. They are questions that are asked in every agency, the world over. And here’s the kicker: The answers are the same, whatever logo you have above the door.

Throughout the month of November, colleagues from across the PR agency world will be sharing answers to some of the most common challenges faced by PR agencies when it comes to evaluation, questions such as: How can ‘words and pictures’ PR people overcome their fear of data, and embrace analytics? How do you persuade clients with limited resources to invest in measurement and evaluation? How do you start to evolve your measurement practices, if all you’ve ever done is count aggregated reach? How do you persuade clients and colleagues to stop thinking of measurement as a rear-view discipline, and start thinking of it as a planning discipline?

These are questions we have all asked, or been asked at some stage, which is why we call our movement ‘Common Ground’.

I am humbled to chair AMEC’s Agency Group, that boasts agency members represented by so many smart, experienced people, all of whom will be sharing their wisdom during the month, in the name of finding ‘Common Ground’. I learn so much from my them – and I hope others will, too.

I urge you to read their advice, discuss it with your colleagues, and join the conversation online using #AMECagencies and #AMECmm.