Posts Tagged ‘AMEC’

Copyright: Understanding Fair Use

Wednesday, October 5th, 2016

While this AMEC North America Measurement Week webinar was the first of the series, it will be my final recap post. I saved the best for last!

International AMEC board member, and License League COO Dan Schaible led this #AMECMM webinar to help us understand the complexities that surround copyright in the digital world we live in today. Copyright Fair Use

Dan began with referencing a portion of United State Constitution, Article 1, Section 8, Congress shall have the power… “To promote the Progress of Science and useful Arts, by securing for limited Times to Authors and Inventors the exclusive Right to their respective Writings and Discoveries”. This is what sets up what copyright is, however in that statement is an inherent conflict, Dan commented.

We are all pretty familiar with the concept of Title 17, Subsection 106 of the United States code. This is the part that grants the owner of the copyrighted work the exclusive rights to do and authorize reproductions, copies, derivatives, etc.  However, it’s Subsection 107 that tends to create confusion—the limitations on exclusive rights—fair use. There are four specific factors, that work together, which must be considered to determine fair use.

  1. The purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes;
  2. The nature of the copyrighted work;
  3. The amount and substantiality of the portion used in relation to the copyrighted work as a whole; and
  4. The effect of the use upon the potential market for or value of the copyrighted work.

I can relate if you’re thinking, “I’m not a lawyer, how am I supposed to be expected to interpret this?” Legal-ese makes my head spin, but the way Dan explains it, with the examples he uses, helps it all to make a little more sense so I highly recommend you check out this short (under 30 minutes) webinar replay.

He focuses on the two points that we, as PR professionals, are most likely to be affected by. In addition, he references two specific copyright-specific court rulings on recent media monitoring cases. (Side note: BurrellesLuce has a copyright compliant article program and agreements with most major publishers as well as individual titles.)

  • Purpose and character of use. Dan says the real defining question is: is the content used in a different manner or for a different purpose from that which was originally copyrighted? He read a portion of a 1990 legal article, written by two judges, dealing with whether the use is “transformative” (which is a valid defense). There is a lot of gray area here and it’s no wonder there’s so much confusion surrounding fair use! Dan claims that fair use is part of the law but some claim it’s only lawful in that it offers a defense to the end user should the use be challenged by the copyright holder.
  • Effect of the use upon the potential market or value. This is a little easier to understand. Dan says the defining question here is: what is the effect of the use on the copyright owner’s ability to exploit the value of their original work.  In other words, is how you’re using it taking potential money out of the owner’s pocket?

Dan cautions that fair use is based on market conditions—as the market changes, so may the judicial rulings.

Webinar moderator, Johna Burke, who’s also AMEC North American Co-Chair and BurrellesLuce CMO, wrapped up with questions to Dan from the participants. He finished-up with some straight-talk about why you need to know these things, the most compelling of which was “so you don’t get sued” (but he had a lot other great answers as well).

I’ve enjoyed learning more about measurement (and copyright) the past couple weeks and hope you have too! As always, please feel free to share your thoughts and/or experience with others here in the comments section.

Text and Image: PR Power Punch

Tuesday, September 27th, 2016

AMEC Text and Image 20164More and more social networks are adding image recognition to their toolkits. Is this a hot new trend in measurement or have we seen it before? That’s how this AMEC measurement week webinar was described and certainly didn’t disappoint!

PR News Measurement Hall of Famers, Margot Savell, SVP Global Measurement, Research+Data Insights at Hill+Knowlton, , and Johna Burke, AMEC North American Co-chair and BurrellesLuce CMO, teamed up to talk about how, in this world of big data, images (in addition to text) need to be part of your evaluation.

Images are extremely powerful .You remember stories more when an image is associated with it, and therefore, it creates higher return on influence, Margot began.

Did you know that 3.25 billion photos are shared on social channels daily?  By comparison, in 2014, this figure was just 1.8 billion. I’m still trying to wrap my head around all the staggering social media statistics that Margot cited. Because these numbers have skyrocketed, the long-time practice of image analytics in traditional media has become this hot new trend in social media. When you think about how many visual stories are being shared every day, think about what you are likely missing if you’re only looking at text. “Are you really capturing all the data that’s going to give you a complete understanding of how your brand is being perceived in social media? I think not,” declared Margot.

She shared that up to 80% of posts with logos do not mention the name of the brand in the text, according to Talkwalker. In my opinion, that statistic alone should scare you into paying attention to visuals—think about how much you are missing if you’re only monitoring for and reporting on text!

Photo journalism and images have been important since the turn of the century, Johna chimed in, it’s a bit of what’s old is new again with all the eyes on social media now. “People are exposed to more and more information, however they are less informed. Naturally, the human eye is drawn to a headline and an image—the two main factors that determine how people are going to spend their time consuming information and news. So, any program that doesn’t include imagery is really missing out on a huge segment.” Making all these other metrics we talk about incomplete if we aren’t taking these images into consideration.

She went through several examples, straight from the headlines, featuring well-known brands, and discussed the images as they relate to reputation management, crisis communications and more. One of these examples demonstrated color photos on the newspaper section front page (but no brand mention in teaser text) and then black and white photos with the story itself. If you were not monitoring the actual print publication and the images it used, you are not really seeing the whole picture. These examples and analogies really made the concepts come to life for me and I believe they will for you as well. (You can see and listen to the playback here.)

Margot and Johna answered some additional measurement questions, shared off-the-cuff thoughts and even offered some examples of how using vanity metrics (or as Johna calls it, “low-hanging fruit”) give a completely inaccurate depiction and do not contribute to deeper brand insights.

Bottom line? We need to be sure we are making true data-driven decisions that tie-back to the overall business objectives, and that requires us to be completely informed. Johna believes it boils down to listening / watching, reacting and applying the logic.

Please share your thoughts and/or advice on using images with text here in the comments section.

Setting Measurable Objectives: Key to Proving PR Value

Thursday, September 22nd, 2016

Setting-PR-Objectives-Infographic-CLIP-pmAs you’ve probably heard, this week is PR measurement week, part of AMEC Measurement Month.

TIP: If you’re interested but not sure you’ll be able to attend one of the live webinars this week, go ahead and register—you’ll receive an on-demand playback link afterwards!

The AMEC North America chapter kicked-off Measurement Week 2016 Monday morning with a Twitter chat. The chat was followed by an afternoon webinar on setting measurable objectives, led by Mark Weiner, CEO PRIME Research North America, moderated by AMEC North America’s Co-Chair and BurrellesLuce’s CMO, Johna Burke. In this post, I’ll be recapping that webinar.

The most common PR challenge is proving the value of our work. This is often difficult because value is so subjective and individual—varying from one organization and/or person to another.   Weiner suggests the key to success is setting proper objectives and then meeting (or beating) them.

Just what is a “proper” objective? A proper objective should be three things:

  • Meaningful – must be tied back to the organization’s goals (e.g. increasing business performance such as sales or stock price, optimizing labor by attracting and retaining top talent, avoiding loss by averting a crisis or potential reputation disaster, etc.)
  • Reasonable – openly-negotiated, aggregate opinions of top executives and discuss what is really reasonable, then get confirmation and approval to proceed
  • Quantifiable – must answer what, who, how much (by what amount should the metric change) and when (not open-ended)

Let’s focus on the quantifiable objective-setting process. In my experience, this is the step that stumps many of us.  Weiner suggests you take these steps:

  • Review past performance by looking at past objectives and the results, compare to competitors, and determine what would be a realistic increase.
  • Document the public relations objectives in writing (being sure to answer the who, what, when and how much questions).
  • Share the objectives with the executives with whom you originally spoke and with anyone who may be involved in resource allocations, negotiate final details and get authorization to proceed with the plan (as well as publishing the final plan with key executives).

The webinar wrapped-up with an objective-setting checklist (mainly covered in the previous two paragraphs) and examples of what are not proper objectives.  The examples included actions or activities (such as “create press release”, “plan special event”), and goals or aspirations (such as “get more media placements”, “improve brand reputation”. These may move you toward achieving your objective, but are not objectives in and of themselves.

In his final remarks, Weiner cautioned, “Objectives are not fate, we have to work hard to set and meet objectives. They provide direction, help departments prioritize, focuses energy and helps management align with public relations. Objectives must be specific, measurable and unambiguous.”

I want to thank Mark for all this great information and guidance, and invite you to add your own thoughts here in the comments section.

Continue to check back for more posts recapping many of this week’s PR measurement activities!

AMEC North America Kick-off with #PRMeasure Chat

Wednesday, September 21st, 2016
Word cloud image created from the chat content

Word cloud image created from the chat content

This week is the third annual AMEC (International Association for Measurement and Evaluation of Communication) measurement week here in North America—as part of AMEC Measurement Month.  There are PR measurement-related virtual events all week. The best part? They’re all FREE! Just go to and register for any you’d like to attend. Even if you aren’t sure you’ll be able to sit-in on the live webinar, if you register you will receive an on-demand playback link afterwards.


Measurement Week 2016 kicked-off Monday morning with a Twitter chat using the hashtag #PRmeasure. The chat was hosted by PR News and featured Measurement Hall of Famers Mark Weiner, Linda Rutherford and BurrellesLuce’s own Johna Burke.

I have personally been active on Twitter since 2008 and have participated in more chats than I can remember. I don’t say this lightly and can honestly say, this was one of the most robust chats that I’ve ever participated in, with more than 20 questions and netting more than 400 tweets in one hour!  It offered so much valuable information that it would be impossible to summarize into short form—simply wouldn’t do it justice.  Instead, we’ve created a Storify for your review. It’s not every single tweet but way more than what I’d call a “recap”.

Watch here for more posts recapping many of this week’s PR measurement activities!

Build a Framework for Better PR Measurement

Thursday, October 30th, 2014
Build Framework Better PR Measurement BurrellesLuce Media Measurement PR Software Public Relations media monitoring press clipping

flickr user Markus Grossalber under CC BY

by Sharon Miller

Showing the impact of your PR strategy is perhaps the most vital aspect of proving the effectiveness of your campaigns and growing your future public relations strategies, but it’s not easy to determine which data is important and which analytics you should focus on. At this year’s PRSA International Conference, I attended a session about just this issue. The day’s experts were Jeni Chapman, US managing director of Gorkana; Sparky Zivin, director at Brunswick Group; and Elizabeth Stoltz, senior research associate at Ketchum.

The panelists stressed that the industry-level goal is to build frameworks, akin to the Barcelona Principles. The advocate abandoning silos and having PR and marketing teams work together to share and talk about their plans and objectives.

As PR pros, it can be difficult to determine what conversations you should listen to, as there’s a lot of noise out there. The panelists suggest getting rid of the noise and focusing on quality. And getting quality in your data is crucial, as the AMEC International Business Insights Survey showed that 67 percent of clients request a clear financial ROI.

The importance of a framework is twofold: first, it helps define your PR activity with content creation, traditional media, social media, influencers, stakeholders, and events. It also helps you measure intermediary effects like audience reach, impressions, and number of articles.

The panelists presented a case study of an Aquafresh campaign, in which the Tooth Fairy left her calling card, or a note in a box for a child who lost a tooth. There was a two-minute song that incentivized brushing teeth, and the length of that song was based on the American Dental Association recommendation that people brush their teeth for two minutes.

In addition to a great PR response that included Tooth Fairy inflation (higher prices for a tooth), kids also talked about how much money they received for their tooth. The measureable outcome resulted in a 2.7 percent increase in sales, and the PR team got a larger budget for marketing because the management saw how PR drives noise.

Panelists also presented a UNICEF case study, which showcases the steps PR pros should take to an effective, measurable campaign. UNICEF’s goal included a global strategy across their more than 100 international offices. They followed precise steps, first selecting their audience, which included youth (to inspire action), the middle class, government and corporations, and their employees, who would hopefully drive the initiative.

They defined key objectives for each audience, including reaching one billion around the world and getting them to take action and getting 50 million of them to actively engage. Next, they adapted their measurement framework to include voice, reach, engagement, brand, and message delivery. They then selected KPIs in each framework element, including quality of communications activities, quality of noise, and quality of reach.

Next, they applied tools and mechanics to measure the impact of their work, which included social media engagement, event attendance, online followers and supporters, and behavioral changes like volunteering.

With a framework like this in mind, it makes measuring your impact an easier, more precise job. And remember that though there are plenty of algorithms and automated measurement tools out there, nothing will ever replace human judgment.

What do you think are the best steps for devising and measuring an effective PR campaign?