Measurement Month 2025 Events

In this measurement month special episode of PR in the Real World, Liam Kelly, Vice President Product Marketing at Onclusive, joins Tony to explore how the rise of AI and data intelligence is changing the way PR professionals measure success and demonstrate impact.

With more than 25 years in media intelligence, Liam offers a fascinating look at how far the industry has come, and where it’s heading next.

The conversation explores how technology has evolved to meet the demands of modern communications, what AI can and can’t do for PR teams and why human interpretation remains the real differentiator in a data-saturated world.

Liam explains how Onclusive’s Global Content Hub now processes millions of pieces of media content an hour, why the shift from AVEs to meaningful business metrics matters, and how AI is already helping communicators detect crises, interpret sentiment and make faster, smarter decisions.

As the discussion turns to AI search and the emergence of Generative Engine Optimisation (GEO), Liam makes a compelling case for why PR professionals must take ownership of how their brands show up in AI-driven results – and how content structure, authenticity and accuracy are becoming new pillars of reputation management.

He also shares practical advice for regional agencies and smaller teams looking to adopt AI tools without big budgets, including where to start and what skills will matter most in the years ahead.

Liam’s long-running newsletter, PR Measured, has chronicled a decade of change across media intelligence, and his perspective on the next wave of transformation is grounded, accessible and refreshingly pragmatic.

A must-listen for PR professionals, communications leaders and agency teams who want to understand how data and AI can enhance – not replace – the craft of PR.

Join us in London or Virtually in the app. with live streaming for AMEC’s flagship AI Day 2025, a full-day programme exploring how artificial intelligence is reshaping communication measurement and evaluation. With expert-led sessions, live demos, and practical case studies, this event brings together global practitioners to share insights, spark ideas, and showcase innovation.

Highlights include:

• Real-world applications of AI in PR and comms measurement
• Ethical frameworks and governance in AI adoption
• Tools, platforms, and practical workflows
• Networking with peers and thought leaders

This event kicks off Measurement Month 2025

Join us during #AMECMM as we celebrate the best of the best in data, analytics, measurement, and evaluation at the AMEC Global Communication Effectiveness Awards Ceremony. We relish the opportunity to bring people together once more for this in-person central London event. Save and book a table of ten, host clients and reward excellent work or simply treat your team to a fabulous night of celebration and networking, or bring a guest or two, whether you entered or not, shortlisted or not, member or non-member you are welcome to come along and join in the evening of AMEC community celebrations.

As part of our industry partnership AMEC will host a in-person roundtable discussion in Mumbai, bringing together communication leaders from every corner of the globe. We will explore what the future of comms looks like in different regions, organizations, and teams.

This episode of PR in the Real World – a Viva PR podcast – was produced to mark measurement month with one of the industry’s leading measurement specialists, Steph Bridgeman.

Steph returns to unpack what has changed – and what stubbornly hasn’t – since her first appearance on the podcast.

She explains how the refreshed Barcelona Principles 4.0, discussed at this year’s AMEC Summit in Vienna, align with the Integrated Evaluation Framework so communicators can set objectives, map outcomes and connect activity to real behaviour and business impact.

Steph shares a candid take on AI in measurement, arguing that over-hype and opacity make it hard to trust black-box outputs when you need to ‘show your workings’. For her, good evaluation still relies on curiosity, transparency and the human judgement to question data rather than worship it.

The heart of the conversation is about embracing small numbers. Steph urges teams to stop kidding themselves with inflated site-wide reach and to recognise that article-level audiences are almost always lower than the headline figure. She explains why defensible, smaller numbers tell a truer story – especially when they link to what people did next.

Drawing on judging and winning experience at the AMEC Awards, Steph outlines what strong entries share: simple storytelling, clarity on learning and the courage to show how data drove change mid-campaign.

Steph leaves listeners with quick wins they can apply. She recommends using Google search data to evidence behaviour change and capturing Google Autocomplete before and after a launch to show shifts in demand – a ten-second tactic that lands in the boardroom.

This episode is for in-house teams and agencies who want credible, outcome-focused measurement that helps PR make better decisions.

In 2025, brand visibility has been fundamentally transformed. With 77% of Gen Z now preferring AI tools over traditional search, AI systems don’t just supplement decision-making, they’re actively shaping how stakeholders perceive your organization.

Learn how forward-thinking companies are thriving in this new landscape where earned media drives over 90% of AI visibility. You previously had a tier 1 media list and a tier 1 influencer list – make way for the Tier 1 AI list.

Join us to discover:
How to benchmark your organization’s AI presence against competitors in high-value stakeholder queries
Data-driven strategies to optimize and defend your brand’s position in the AI Reputation Economy

Based on Golin’s comprehensive research, this session reveals the strategic pivots communications professionals must make now. By 2028, AI is set to replace Google search as our primary information gateway. Ensure your brand doesn’t just appear in results, but shapes the narrative when investors, journalists, candidates, and consumers ask AI about you.

Sentiment has been considered the guiding metric for consumer perception for a while. But, we all know it has limitations. It can miss important nuances and overlook key drivers, such as sarcasm, frustration or outrage. All of these are layered emotions which require context to fully understand. Sentiment analysis often misses this, instead reducing customer perception down to a simple “good” or “bad”.

Instead, maybe we should be focusing on analysing attitudes. Attitudes are multi-dimensional expressions that show us what the speaker feels about a product, idea or brand, and how they position themselves. Most importantly, they tell us why someone feels the way they do.

Join Converseon as they explore this evolution towards attitudinal analysis and how it can provide a much deeper understanding of consumer opinion. We’ll look at:

✅ Why attitudes correlate more closely with intent, decision-making, and loyalty/churn risk than raw emotion or sentiment

✅ How attitudinal analysis differs from sentiment analysis and why this difference is important

✅ How many attitudes are identifiable and what that means for analysis

✅ What use cases attitudinal analysis can support, from brand perception, to crisis management to improved targeting and segmentation

✅ Real world examples of how brands are using attitudinal approaches to data analysis

Isentia’s Director of Insights, Ngaire Crawford, is hosting an interactive masterclass for PR and communications professionals who want to make measurement meaningful.

Join us live as we explore how to set effective, relevant KPIs that align with organisational goals and how to use those metrics to demonstrate real impact.

Through practical examples and discussion, we’ll unpack what good measurement looks like in action — from linking outputs to outcomes, to identifying which data tells the most compelling story.

You’ll leave with practical tools, fresh ideas, and the confidence to have stronger conversations about the value of communications in your organisation.

How are today’s communications leaders redefining success, and what’s next for PR measurement in the age of AI?

Join us live on November 13 at 1pm ET for an exclusive discussion on Muck Rack’s 2025 State of PR Measurement report, where industry experts will unpack key findings, challenges and emerging trends, including how teams are starting to measure LLM (large language model) visibility and other new forms of media impact.

You’ll walk away with actionable insights to help you:

– Benchmark your team’s measurement practices against industry peers

– Understand what’s driving the shift toward data-informed communications

– Learn how global brands are tackling the challenges of modern PR measurement

– Prepare for what’s next: from AI-driven visibility to new success metrics

Bringing this free session as part of AMEC Measurement Mont – What does it really take to measure communications in an era of AI search, shifting
media channels, and increasing demands for accountability?
Join moderator Angela Dwyer, VP of Insights at Fullintel and Director of the IPR Measurement Commission,
with panelists Sarah Myles (McDonald’s), Jason Forget (Regeneron), and Sukhi Sahni
(Advisor and Educator), for an engaging conversation hosted by AMEC and the IPR
Measurement Commission.
We’ll explore how to:
Apply best practices amidst rapid change
Measure trust as a vital metric for reputation and behavior
Prove ROI in smarter ways that align with the Barcelona Principles
If you’re a communicator looking to sharpen your measurement skills, futureproof
your strategies, and plan effectively for the year ahead, this is a session
you won’t want to miss.

Almudena Ruiz (Onclusive) will speak with Marian Álvarez (Reale) about how relevant is the measurement of brand exposure on earned media related to partnership and sponsorship activities. Marian will describe how this works for Reale and the way they are using results from measurement to take actions into brand and comms strategies.

AI is changing what, how and why we measure. Beyond automating busywork, it’s forcing a shift in culture and process that presents new opportunities and challenges for measuring communication impact. See what’s working now, where the pitfalls lie and how to operationalise AI across people, process and technology.

Hear leading experts discuss:

– From SEO to GEO: Measure generative search answers effectively and accurately.

– Measurement that matters: Early indicators, preparation and how to evolve from measuring simple outcomes to demonstrating impact.

– Culture & process: Building prompt literacy, safe/ethical norms and a repeatable workflow for comms teams with the human-in-the-loop approach.

PR Masterclass: The Agency Growth Forum delivers proven strategies to drive new business, improve profitability, and build winning teams.

The webinar offers a comprehensive overview of how to design and compile a meaningful measurement report that effectively evaluates communication performance. Participants will learn how to combine quantitative data with qualitative insights that assess message impact, tone, and alignment with communication objectives. The session will also highlight best practices for interpreting results, presenting findings clearly, and demonstrating the value of communication activities to key stakeholders. The webinar will be delivered in Czech.

AI search is rewriting how audiences find content. Budgets are tighter. And boardrooms are asking harder questions about PR’s return on investment. For communications professionals, proving tangible business value isn’t just important, it’s essential.

The PRCA Measurement Conference 2025, co-hosted with CARMA, brings together leading industry practitioners to tackle some of the biggest questions in PR evaluation: How do we measure what matters? How do we prove impact when the media landscape shifts beneath us? And how do we turn measurement from a reporting exercise into a strategic advantage?

This half-day virtual event, held during AMEC’s Global Measurement Month, delivers practical frameworks, real-world case studies, and actionable strategies you can implement immediately.

P+ Measurement Services, Nigeria’s leading independent media intelligence and PR measurement agency, will host a special AMEC Measurement Month webinar on Friday, November 28, 2025, from 12:00 p.m. to 2:00 p.m. (WAT) via Google Meet.

This edition, themed “From Outputs to Outcomes: Measuring What Matters,” will spotlight AMEC’s globally recognized 3Os framework; Outputs, Outtakes, and Outcomes. The session will explore how communication professionals can move beyond tracking activities and audience responses to focus on demonstrating true organizational impact.

The event will feature a distinguished panel of industry experts who will share practical approaches, tools, and case studies that show how meaningful measurement can be aligned with strategy and drive value for organizations.

As part of AMEC’s annual Measurement Month, this webinar underscores the importance of advancing best practices in media evaluation and equipping professionals with actionable insights to measure what truly matters.

Explore the changing landscape of media intelligence with Magdalena Horanska, CEO of Newton Media and Secretary General of FIBEP, and Steph Bridgeman, media intelligence expert. Learn how industry networking through associations like AMEC and FIBEP supports collaboration, and discover how media intelligence insights can enhance communication measurement practices.

All Welcome: Colleagues, Friends, Supporters – Join Us in NYC on 2 December for AMEC Networking Drinks!

Expect informal drinks, light canapés, and zero awkward speeches. No name tags. No pressure. Just a relaxed space to connect with like minded peers, recharge, and toast to the week ahead.

✨ Come for the conversation. Stay for the inspiration. Leave feeling like you just fast-tracked your week.

Bring a friend, invite your colleagues, and join us to supercharge your week. Please RSVP at your earliest convenience to confirm your attendance. Your response will help us make necessary arrangements for the event. Thank you!