Rethink how you measure communication impact with this dynamic session on the What‑If Model, a fresh, adaptive approach to PR measurement, communication evaluation, and data‑driven strategy. Explore how modern practitioners can navigate VUCA communications, move beyond linear models, and apply nonlinear, scenario‑based measurement to real‑world challenges. Join the conversation shaping the future of evidence‑based PR and help refine a model built for today’s complex communication landscape. AMEC Exclusive webinar What-If” Model for PR Measurement

AMEC Academic members Thomas Stoeckle and Dr Anna Adi presented a webinar on rethinking communication measurement and evaluation, introducing a new “what-if” model to address the complexities of modern communication environments. They traced the evolution of public relations measurement from its propaganda origins in World War I to current data-driven approaches, highlighting the shift from linear “if-then” models to a more flexible “what-if” framework that better accounts for volatile, uncertain, complex, and ambiguous conditions. The presenters invited audience feedback on their proposed model, which will be further developed through practitioner engagement and real-world testing.

The shift from rigid if‑then models to a more adaptive what‑if mindset is reshaping how communicators understand impact in an AI‑accelerated world. This session explored why traditional linear measurement frameworks no longer match the complexity of today’s communication environments—and how scenario‑based, flexible models can better capture nuance, uncertainty, and social value.

Key takeaways included:

• AI is expanding—not replacing—human judgment, offering new ways to model outcomes, test assumptions, and surface patterns.
• Measurement must evolve beyond attribution, focusing instead on contribution, context, and the interconnected nature of modern communication ecosystems.
• Social value is becoming a core metric, pushing practitioners to consider broader societal outcomes alongside organisational goals.
• What‑if modelling encourages experimentation, helping teams stress‑test strategies and prepare for multiple possible futures.

The session is a powerful reminder that the future of measurement isn’t about perfect prediction—it’s about informed adaptability.

View the AMEC Exclusive Webinar Here