Members of the AMEC Public Relations Agency Working Group have developed a paper with the goal to promote measurement and evaluation best practices throughout the public relations agency sector. With our thanks to Stephen Waddington founder and managing partner of Wadds Inc and founder and Director of Socially Mobile for leading this initiative. Read the full paper here

AMEC Chair Aseem Sood said “This valuable resource has the potential to empower any Public Relations agency, enabling them to elevate their communication planning and research practices, ultimately leading to amplified levels of success”.

Setting the agency agenda in measurement and evaluation contains perspectives of the contributors who are all members of AMEC’s Agency special interest group looking at areas of innovation in public relations evaluation and measurement, including:

Jonny Bentwood reports on the dissonance between tools sold by technology vendors and the requirements of agency practitioners. It’s an area fraught with needless confusion.
Marianne Morgan sets out how measurement services can generate commercial growth and the best means for an agency to meet the requirements of a client.
Jon Meakin examines how appropriately pricing measurement is the key to unlocking strategic value and providing public relations with an assertive position within the marketing mix.
Allison Spray explores the opportunities to use artificial intelligence (AI) within measurement and evaluation practice, suggesting it enables us to work smarter and more efficiently.
Ben Levine considers how the measurement industry is responding to the explosion in media platforms and channels. He reports a positive outlook for public relations practitioners that develop their skills.
James Crawford and Ben Levine consider the post-cookie internet and look to econometric techniques and marketing mix modelling to help understand the impact of public relations campaigns.

View the full paper here

We look forward to exploring and discussing the insights and knowledge gleaned from this paper, if you would like to stay informed and be part of the ongoing discussions around the insights and knowledge from this paper, we invite you to subscribe to our monthly newsletter by clicking here.

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