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Posts Tagged ‘(AMEC)’

Do We Need Universal Standards for Measuring Success in PR?

The art (and it is an art) of measuring success for clients has long been a challenge for PR firms. In the era of “Big Data”, most industry veterans agree that metrics, otherwise known as “numbers”, are more important than ever–and that the PR business needs to continually work on improving the ways we show clients the true value of our work.

A recent Council of Public Relations Firms blog post by vice president of research and development David Geddes proposes the creation and adoption of industry-wide measurement standards. When every firm has a different way of measuring success, clients understandably get a little frustrated: how can they compare and contrast individual campaigns?

Geddes and his group, The Coalition for Public Relations Research Standards, brought together various industry organizations including the Council of Public Relations Firms, Institute for Public Relations, PRSA, Global Alliance, and AMEC to try and tackle the project. They also organized a panel of big-name clients like McDonald’s, General Electric and more to review the results of their efforts and determine, as PR customers, whether the standards are relevant and “usable.”

Their goal: come up with universal ways to show that projects involving social media, traditional media and even ethics are really working for clients.

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Ogilvy Australia Drops AVEs, Will Introduce New Measurement Tools

Ogilvy Australia's Moore

Ogilvy PR Australia has officially dropped the use of AVEs and instead will begin using “value metrics” proposed by AMEC. The firm’s chief Kieran Moore says the firm will release a suite of measurement tools in September. Moore says that the firm will be steering clients away from AVEs as the firm moves into 2012.

“I would be very surprised if by the end of 2012, if a client will still want to use AVE,” she said.

The firm, which is celebrating its 10th anniversary, also recently conducted research focused on the future of the PR industry with the International Association of Business Communicators (IABC, also in Australia). It found that strategic thinking and planning are considered among the most important work that a PR firm does for its clients.

[via AdNews and Campaign Asia-Pacific]

AMEC Measurement Summit Reignites AVE Debate

The International Association for Measurement and Evaluation of Communication (AMEC) is hosting its third European Summit on Measurement in Lisbon this week (it started yesterday and ends tomorrow) and AVEs are once again a hot topic.

AVEs, or Ad Value Equivalency, has been a controversial metric for eons. The Barcelona Principles, unveiled last summer, state specifically that “AVEs are not the Value of Public Relations.” However, PR measurement standards have yet to be decided. In an effort to move the process along, AMEC and the PRSA announced a collaborative effort late last year.

In a conversation with PRWeek, David Rockland, AMEC director and global head of research at Ketchum, said, “One: better techniques, and two: client education, and that’s really what this conference is all about.”

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PRSA and AMEC Partner

The Public Relations Society of America (PRSA) and the International Association for Measurement and Evaluation of Communication (AMEC) have partnered in the hopes of accelerating the process of standardizing PR measurement.

The two organizations will host events with research experts to build upon the Barcelona Principles, which were unveiled this summer. “The goal will be to lead the development of tangible metrics and approaches for public relations measurement and the achievement of broad industry consensus on them,” the press release announcing the partnership says.

The first meeting, “PR Measurement Metrics – From Concept to Implementation Reality,” will take place in London on November 17 and will be hosted by David Rockland, CEO and partner at Ketchum Pleon Change and Global Research, New York. The first hour of the conference will be available via free webinar.