I recently attended and participated as a speaker, on behalf of BurrellesLuce, at the AMEC 3rd European Summit on Measurement in Lisbon, Portugal. The conference represented nearly 200 delegates from 33 countries and provided some good insights and conversation about the future of public relations research, measurement and evaluation.
Last year, in Barcelona, Spain, AMEC was the driving force behind the Barcelona Principles. Many of you have likely seen these referenced in conference presentations or blog posts (some even here on Fresh Ideas) and have worked to apply these basic principles to your own organization’s measurement efforts. The AMEC U.S. Agency Research Leaders Group also provided communicators with the framework and context of how to apply these metrics to drive organization outcomes in the validated metrics overview.
This year, the focus of the group was on identifying and starting to work on the top priorities and issues referenced as the Measurement Agenda 2020. During the delegate discussion, each delegate had the option to select four topics where the organization would look to focus effort and resources.
The top ranking issues, along with their percentage of the vote, are represented below:
- How to measure the return on investment (ROI) of public relations (89%)
- Create and adopt global standards for social media measurement (83%)
- Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit (73%)
- Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from the PR programs (61%)