Measurement Month 2021

To kick of this year’s Global Measurement Month, the PRIA Education Community Committee (ECC) will be hosting a virtual happy hour on Monday 1 November from 4:30pm AEDT.

The lively discussion will be led by Assoc. Professor, Katharina Wolf, Chair of the ECC. We invite you to come along and share your insights and lessions from your own professional measurement journey.

Whether you’re a beginner or career communicator wanting to prove your value, this Happy Hour is for you. Come prepared with your beverage of choice and mingle with like-minded peers across the industry.

In Australia, we’re kicking off Measurement Month with a bang! This is an opportunity to get the conversation started on “reimagning measurement and evaluation” and share your ideas for the future of M&E.

Presenting challenges, future opportunities and best practices. Event runs from 2-4 November 2021.

AMEC Measurement Month Workshop – Free for PR Council Members

Digital + earned is a powerful combination and offers a whole new arsenal of metrics for agencies to prove the effectiveness of our work. And we all know that proving results to clients is the key to growing budgets. In this course you’ll learn the fundamentals of measurement and evaluation, including the terminology, tools and techniques, and how to put them to work to demonstrate impact.

Led by Johna Burke, Global Managing Director, AMEC and Jon Meakin, Chair, Agency Group, AMEC, and President, North America, Clarity, this webinar will arm agency employees at all levels with the best ways to measure and validate what we do for our clients. Participants will learn:

• Measurement basics for fully integrated programs.
• Common terminology and definitions, as well as popular platforms and tools.

Best practices for continued professional growth in analytics and measurement

For any business, measuring the impact and ROI is key. But to achieve significant effectiveness, it is essential for brands to go beyond measurement and metrics, and embrace the larger process of learning to improve. Essentially, it is about having measurement ingrained at its very core – across all levels and functions of the business – to drive the most important of business outcomes.

In this session, communications and measurement experts from CARMA, Honda Motor Europe, Philip Morris International and Blackhouse Media will discuss practical steps and experiences on making measurement part of the organisational DNA.

Whether you’re an in-house communicator or PR agency practitioner, this broad lineup brings the experience, knowledge and expertise to support you in understanding how best to embed a culture of measurement.

Topics that will be discussed include:
– Metric movement: From counting to objective driven measurement
– Using data to get a seat at the table
– Navigating change
– Measurement internationally and with senior stakeholders

1. Podcast Basics
2. How to produce a podcast
3. Promotion: Marketing and Measurement
4. Learn and Optimize

Eric Koefoot, CEO of PublicRelay, will discuss the state of AI in communications analysis and how communicators can best use this developing technology. He will provide a number of real-world case studies that show where AI is most valuable, including in predictive analytics, and dive into where it doesn’t work and why.

In the first of the PRIA’s special podcast series for Measurement Month, Smoke Signal podcast host, Paul Cheal, takes a deep dive into reimagining measurement and evaluation with global expert, Dr Glenn O’Neil, Founder, Owl RE (Research and Evaluation), Geneva.

Join an informal Q&A session to discuss if and how the value of PR can be measured. Moderator Simon Gebauer will be quizzing our panel on their own thoughts and fielding questions from attendees.

Feel free to submit your questions in advance to [email protected].

Activity without meaningful outcomes is irrelevant. In order to command voice and retain budgets, PR needs to be closely aligned with the larger business objectives and be able to demonstrate its contribution in a meaningful, credible and relevant way.

At CARMA, we advise our clients to adopt a measurement framework to guide them through the process from aligning objectives, to setting targets, creating a plan and measuring the impact of their work.

In this session, Rawan Hashem, Director of Content Insights and Orla Graham, Account Director at CARMA will dive into the ins and outs of building a PR measurement framework that works for your organisation.

– How has the measurement landscape evolved and where are we at now?
– How to get started with designing a framework
– Identifying the appropriate metrics
– Going beyond vanity metrics to show the value of PR
– How to use the insights to evaluate, adapt and improve

“The largest annual meeting point for experts in the field of public communication” 

EuroPCom 2021 will run as a fully digital event from 10:00 on Monday 8 November until 14:00 on Tuesday 9 November. Under the headline “Changing communication – Communicating change”, this year’s edition will focus on three main themes: Democracy, Green Deal and Digitalisation, which will include discussion themes suggested by the applicants.

Richard Bagnall AMEC Chair will feature during the event, on behalf of AMEC.

The event will have a strong interactive element, offering opportunities for attendants to participate actively during the EuroPCom Talks, the workshop Q&As and the Ideas Labs. The Virtual Market Place, which will be open throughout the event and during the breaks, will also provide various networking opportunities.

Discussion points
• Why AVEs won’t go away (they meet a need for quick and simple answers, however flawed)
• Getting better at listening to (and understanding) client needs
• How to teach your time (and sometimes cash) strapped client better measurement and evaluation
• From data via insight to impact: the analytics value chain (AVC)
• Same thing, different words: descriptive to diagnostic to predictive to prescriptive analytics
• Machine power and algorithms are increasingly indispensable – but it (still) takes humans to generate and recognize business value
• Takeaways: how AMEC tools and training resources help you move up the AVC

On demand viewing available here. There are millions of news stories published each day. Technological innovations such as artificial intelligence (AI) and machine learning (ML) have significantly increased the volume of media we can process and the quality of data we can generate. For media evaluation services, this means we can now look at far more data, work with much larger data sets, and theoretically produce meaningful results at a higher confidence level. Then again, when evaluating how AI and ML deliver those benefits, clients and practitioners often find that professional analysts are still needed to focus the technology — and data content sets — and produce truly meaningful qualitative insights. This panel will discuss how current technology trends influence media evaluation and where that technology most effectively intersects with human analysts.

In today’s ever-changing marketplace and increased customer expectations, it’s critical for brands to have a roadmap for how they’ll move from a desired outcome to real business impact. Enter precision communications planning: an insight and data-driven approach to building campaigns that capture and quantify goals and reach the right people through the right channels, in the way and when they want to consume content. Join Johna Burke, Global Managing Director of AMEC along with Ketchum’s Mary Elizabeth Germaine, Managing Director of Global Analytics and Jason Woodward, Director of Strategic and Analytics Planning as they discuss the data and insights necessary to define and deliver on Communications goals to influence real business impact. This is a Q&A session so we encourage the audience to participate and bring their toughest planning and analytics questions.

The following questions will be discussed
-How to show effectiveness to a business by building a strategy and using measurable communication?
-Why and how to set communication goals?
-How measurements can determine PR activity?
-How to take into account the opinions of stakeholders?
-How to use qualitative and quantitative methods of analysis appropriately?

Effective measurement to stay relevant in the new normal. The world is getting more complex. The pandemic has accelerated digitization in most aspects of our life. With many communication touch points available and different ways of consuming news and information across generations of target audience, it is no longer adequate to only rely on an output metric such as the number of news articles to measure success. For decades the industry has been relying on a single metric, PR value (AVE derived metric),
that provides no other than meaningless numbers. As we are adapting to the new normal, there is no better time to start measuring right and
evaluating the effectiveness of your programs to prove value. In conjunction with the international Measurement Month, Maverick together with AMEC is delighted to have Johna Burke, Global Managing Director of AMEC, to share with Indonesia’s communications professionals the international measurement standard along with global best practices. Alongside Johna, Felicia Nugroho, Director of Analytics of Maverick Indonesia, the first Indonesian to be AMEC certified and Boy Kelana Soebroto, Head of Corporate Communication of Astra.

PRWeek Measurement workshops and bootcamp will take place online on 15 November 2021.

The conference will take place as a hybrid event in London the following day.

In the second of our special podcast series for Measurement Month, Smoke Signal podcast host, Paul Cheal, talks “Working Backwards” with Dr Allison Spray, Global Head of Data + Analytics, Hill + Knowlton Strategies, London.

To celebrate AMEC Measurement Month Kantar will be joined by communications experts from leading brands, KPMG and NatWest, to hear the steps they’ve taken and their future plans to better leverage data and insight to drive and optimise their communications strategies.

On November 17th at 1 PM ET / 10 AM PT, Muck Rack’s CEO, Greg Galant will be joined by a panel of brand & agency PR pros for discussion about the findings from the State of PR Measurement – Muck Rack’s report on measurement and reporting learnings from 2021 and plans and predictions for 2022.

Join us live to learn:

– Top metrics tracked by PR professionals
– Best practices for sharing metrics across teams
– KPI planning for 2022

Since the launch of the UK Government’s ‘Ask the government a question’ service in April 2020, the public has submitted over 650,000 questions. The questions are submitted for Ministers to answer during an event broadcast to the public, and to help inform the government on the subjects that most matter to the general public.

By leveraging the latest automation and data science techniques the UK Government has seized this important and new opportunity to extract value from this vast anonymised dataset, through the use of ‘Topic Modelling’ analysis. Actionable insights have led to rapid government interventions which consistently outperform engagement benchmarks, showcasing how evidence-based insights drive impactful, efficient and effective communications that connect directly with the public.

In our polarized time brand reputation has never been more important or in greater peril. Driven largely by social conversation, brands are under scrutiny in real time on decisions they take, as well as those they do not. This requires new approaches to measuring reputation that not only measure “at the speed of social” but also can help predictive bottom line business outcomes in a world where “real time is not always fast enough.” The session will provide detail on a new approach to reputation measurement that combines real time conversation data streams, advanced AI and business simulation approaches anchored to revenue and shareholder value to help brands better navigate and protect their reputation in this challenging time.

Join us in an insightful Q&A session as Measurement and PR professionals come together to discuss on how to effectively demonstrate the value of PR Measurement.
For further enquiries, kindly reach out to us at [email protected]

For the past decade buho has guided more than 210 projects accumulating more than 2 million data points, using it’s main research methodology: content analysis, with the purpose of evaluating communication performance. Working in a varied set of industries and contexts such as: FMCG, NGOs, Health, Finance, Energy and Politics (among others). This historic data has provided us with new opportunities, integrating Artificial Intelligence to enhance our consultancy service by analyzing bigger volumes of data and increasing our speed of delivery, as a result we can dedicate most of our time obtaining insights and helping our clients with decision making instead of focusing on operative tasks.

Join this webinar where Sebastian Becerra – Insights Manager at buho, will respond to the following questions:

How can ML be adapted to measurement and evaluation?
What our technological development with ML does and how it accommodates the needs of our clients?
Why did we develop this technology ourselves?
What do we expect for the future of our business?

In the third of our special podcast series for Measurement Month, Smoke Signal podcast host, Paul Cheal, explores “A Golden Age for Measurement and Evaluation” with Prof Tom Watson, Global Leader in PR Measurement and Evaluation and Corporate Communication Research , UK.

Ever wondered how other countries measure comms success or which metrics are truly global? If you work for a pan-regional organisation this webinar is for you. Join three of AMEC’s regional chapter chairs who will share successes and challenges of measurement in their own territories as they seek to learn from each other and bring the global measurement community closer together.

The Association of Police Communicators (APComm) is the single professional association for all those delivering police communications across the UK. Our membership encompasses police territorial forces, national and regional policing structures (such as CTU), and partner policing bodies (such as the College of Policing, NCA, and Staff Associations).

This is a invitation only event, for the November annual learning event, which traditionally attracts around 200 delegates from across police communications.

At the AMEC Global Conference in May 2021, we showed how communication formed an integral part of the UK’s Coronavirus response, with the biggest ever paid-for campaign in history working with announcements, digital and social media and partnerships with the public and private sector to change public behaviour, provide support to businesses and sustain trust and longer-term compliance. We also talked about the extensive evaluation programme that we set up to demonstrate the impact of communication activity. Today, we’d like to update you on how we’ve applied what we’ve learned since then to improve all of our campaign activity and set out the eight principles that we are adopting to improve all of our communication and the way that we evaluate its impact as we look ahead to the future – principles that we’d encourage every communicator to consider applying to their own work, as well as practical tips for doing so.

The rise of technology adoption throughout the region has fuelled discussions about the potential geopolitical impact of big tech. Mainstream media news and current affairs coverage gives us an alternative lens into this region’s relationship with big tech.

In relation to the upcoming launch of the joint study on Big Tech from the East and West by CARMA and Allison+Partners, the panel will be diving into reputation and trust in the lens of top tech brands. Join us for a discussion on the findings from the report.

– Measuring reputation in the media
– How to optimise media engagement to improve awareness and recall?
– Weighing in on communications around internal and external initiatives
– Negative coverage in media – how to manage, examples/stories from tech
– What contributes to trust, one of the most valuable intangible assets of your brand?
– Staying on top of your brand reputation and trust in a highly regulated tech environment

In today’s changing world of work, delivering effective and ‘value adding’ employee communications are more important than ever.
Internal communications practitioners can only determine effectiveness by measuring the impact of the content they help share. It’s just as fundamental for our employees today as it’s ever been to know what we want them to do or how to act when they receive a message.

Is your organization on a journey towards communications measurement maturity? Do you know where your journey will take you? Hear from senior communication directors and experts in communications and program evaluation to understand:

The evolution of communication measurement and evaluation
The use of data-driven reputation building – focused on quality
How to implement a state-of-the-art measurement framework and create ownership
How to apply best practices in data-driven maturity from other business functions outside communications
Which core principles can help you to get started and to successfully scale your measurement activities

This webinar is organized by The Nordic Alliance for Communication & Management together with the European Association of Communication Directors as part of the “Measurement Month” initiative by the International Association for the Measurement and Evaluation of Communication (AMEC).

AMEC, which established the Barcelona Principles in 2010, seeks to educate and train on good practices that allow them to demonstrate the value they generate for the business.

In Latin America GlobalNewsGroup promotes the actions of AMEC, and this year we will be sharing with all attendees the case nominated for the “AMEC Awards 2021” (to be delivered in mid-November), innovative tools, good practices and new methodologies that we have successfully implemented for measurement and evaluation throughout Latin America.

How much an organization invests in its PR and communication efforts depends on the value they create for the corporation or brand.
Most non-communication executives, however, find determining the value a mystery because they are often plied with metrics such as PR Value (Advertising Value Equivalent derived metric), Reach and Engagement that shed little light on how communication adds value to the
organization’s marketing or reputational objectives. This mystery has deepened now that the influence of traditional mainstream media has been disrupted by the rise of social media and content creators. In this Measurement Month of November Maverick together with AMEC is delighted to host AMEC Chairman Richard Bagnall, Chairman of AMEC, to share with Indonesia’s communications professionals how to measure effectively to share his thoughts on how to make financial sense of communications efforts. Sharing the floor with Richard is Junanto Herdiawan, Director of Communication Department at Indonesia’s central Bank, Bank Indonesia. The webinar will be moderated by Maverick Indonesia Managing Partner Ong Hock Chuan.

The CIPR Greater London Group’s Annual Lecture is back for 2021 and following a successful first year as a virtual event in 2020, we’re going to run the event via Zoom for a second year. Good thing too, because our keynote speaker is Zoom’s very own Abe Smith, Head of International.

This year’s event will offer an insight into the critical role public relations has played to some leading businesses, during a challenging period of time with great uncertainty and upheaval. It will also address how communicators can demonstrate value to both organisations and wider society now, and in the future, ensuring hope and optimism for the future of the communications industry.

Abe Smith is joined by fellow speakers Michael Kaye, Corporate Communications Manager at LinkedIn and Johna Burke, Global Managing Director at AMEC, and we’ll have more speakers to be confirmed shortly!

To celebrate AMEC Measurement Month Kantar will be joined by communications experts from leading brands, KPMG and NatWest, to hear the steps they’ve taken and their future plans to better leverage data and insight to drive and optimise their communications strategies.

ESG and transformation seem to be crucial agenda topics turning into pillars that are shaping our new reality. Join us, to explore and discuss the ESG impact on strategic business and communication planning ❗

Our topic: “ESG transformation – measuring new business narratives”

PR News CEO Lilia Glazova will present PR News survey results on ESG and transformation, while Maximilian Freissler, pressrelations Head of Research and Analytics will share new progressive topics based on a multilevel framework for measuring ESG media awareness.

Moderated by Romina Gersuni pressrelations Global Strategy Manager.

This session has been organised for members of APACD (https://apacd.com).

Find out how the AMEC Integrated Evaluation Framework (IEF) can help you to plan your campaigns, plans and programmes. IEF is a free tool available to all – AMEC members as well others. It provides a consistent and credible approach that works for organisations of all sizes, any desired objective, and with any size of budget. Deb and Aseem are a part of the core team that launched the latest updated IEF, earlier this year.

In this final of our special podcast series for Measurement Month, Smoke Signal podcast host, Paul Cheal, joins three PRIA Fellows and members of the PRIA Education Community Committee, Deb Camden, Elissa Lewis and Barbara Ryan to debrief on insights gained from this year’s Global Measurement Month and to discuss ways the PR profession can be reimagining measurement and evaluation.

In order to provide crucial media information to decision makers, every media monitoring or PR company needs an interactive dashboard for its media information.

This dashboard should allow your clients to track, analyze, and display KPIs, metrics, and critical data points using visualization tools (i.e. charts, tables, and gauges in a single, viewable space) in order to better understand trends, relationships, predict potential threats and opportunities and to assist them in the decision-making process.

DataScouting can help you design and create your dashboard, add your data sources to it and provide you with curation and analysis user interfaces. The main features and functionalities for our custom dashboards are the following:
a) We work with you in order to design and customize the dashboard.
b) Plug in any data source that you prefer or work with DataScouting MediaScouting software suite to monitor broadcast, online and print media.
c) Add your own custom metadata to the system and create interactive visualizations that allow your customers to interact with data.
d) Scaling of the system happens seamlessly.
e) You are in control of your system and your data. The system will be customized and set up for you, installed on your cloud or on premise infrastructure.
f) We follow open architecture guidelines. You will have direct access to data/databases.

The past two years have been famously unpredictable but our panel of measurement experts will attempt the impossible and share their predictions for measurement in 2022 and beyond. From technology to techniques, join them for a spot of future-gazing to round off measurement month.

Whether you’re a senior in-house communicator trying to be heard or PR agency who wants to better demonstrate the value of their work, this intimate discussion will delve into the best advice from two of the industry’s most experienced experts.

Topics to be discussed include:
– How data-driven communicators can earn a voice at the top of the organisation
– Proving the impact on other business functions
– Getting buy-in from senior stakeholders
– Becoming an organisation of connected communicators
– Using insights to impact business decisions and effect change

How AI and entity recognition can be used for media analytics to provide valuable insight? Need to quickly find your way around a large number of media news? Join our webinar to learn more and see the use cases.

The narrative of evaluation of communication within the EC would be built around this structure:
• Performance culture in the Commission;
• Corporate Communication approach and governance (incl. alignment to political priorities);
• Strategic plan, Annual management plans and annual activity reports;
• Decentralised evaluation function in communication – support service (description of what we offer).