A change in mindset towards a more agile uncertainty-embracing mode is what we all need if we are to survive and thrive in the modern world. In other words, we need to think and act like “open-minded curious foxes”.

 

This is the intriguing revelation of Thomas Stoeckle, Course Leader, AMEC International Certificate in Measurement and Evaluation, PR Academy, who speaks passionately at the AMEC Virtual Global Summit on Measurement about the need to “measure, evaluate and communicate like a fox in a post-COVID world”.

 

Why? Because our abundance of data, processing tools and frameworks create a false sense of control, and we need to be confident in the knowledge that we could lose control at any moment. By taking on this viewpoint, we will shift from a talking, organisation-first mindset, to a listening, stakeholder-management mindset.

 

As Thomas puts it: “We need to be constantly asking ‘what is going on here?’ and trying to find answers to that question.”

 

Dealing with crisis points remains high on the agenda for a presentation from Rod Cartwright, Rod Cartwright Consulting Limited, who outlines how to adopt a more systematic and measurable approach to crisis preparation. One which enhances personal confidence, team unity, organisational resilience and business performance.

 

It’s a viewpoint echoed by Kristy Zach, Marketing Sciences and Technology Analyst, SAS, who reveals how her organisation pivoted in the face of Covid-19 by using quality measurement that provided vital insights to help the team adjust its strategy and reset goals to meet the new normal.

 

And Darryl Sparey further proves the value of PR for fast-growing businesses, by pointing to a report launched by his agency Hard Numbers and research partner CARMA. This reveals a direct link between media coverage and cold, hard cash. The report focuses on the impact of media coverage on the fundraising efforts of UK businesses.

 

But it is Deepshikha Dharmaraj, the CEO of Genesis BCW, who outlines the ways to sustain and grow a five-year programme based on actionable insights – using a combination of data analytics and human intelligence. Her example is a brilliant campaign to turn the tough, rural contact sport of kabaddi into a TV-ready event, for the Pro-Kabaddi League in India.

 

“Every step we took, we kept looking at numbers, consumer research – and social media became such a great place for us to listen in to,” Deepshikha tells Johna Burke at the end of her presentation. “You can actually harness the power of listening, and there’s no better consumer research than listening in to social media.”