Posts Tagged ‘AMEC’

AMEC European Summit on Measurement 2011 – Creating a Focused Measurement Agenda 2020

Friday, June 24th, 2011

AMEC International Association for the Measurement and Evaluation of CommunicationI 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:

  1. How to measure the return on investment (ROI) of public relations (89%)
  2. Create and adopt global standards for social media measurement (83%)
  3. Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit (73%)
  4. Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from the PR programs (61%)


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Measurement and the Barcelona Principles: Angie Jeffrey, VMS, Interview With Johna Burke, BurrellesLuce, at the 2011 PR News Measurement Conference

Tuesday, June 21st, 2011

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Measurement conference. I’m joined by Angie.

Angie, will you please introduce yourself?

ANGIE JEFFREY: Angie–I’m Angie Jeffrey, vice president of integrated media for VMS.

BURKE: Angie, you spoke earlier about the Barcelona principles. Can you talk a little bit about the validated metrics for those that weren’t here to experience those, about what those mean to PR and to PR campaigns?

JEFFREY: Yes. The validated metrics guidelines were put together by a group of people from AMEC and PRSA who wanted to make public relations measurement much more–much more valid, and to give an alternative to ad value equivalency.  And they take into account three phases of public relations on the left-hand part of the matrix, and on the top they go through the five stages of the communications funnel so that you go from a very simplistic type of measure down to outcomes, business outcomes, much more complex. But the goal of the program would be to work a client down through that grid to that business outcome.

BURKE: Excellent. And I know that part of the benefit of being an AMEC member is having that international influence, and we look forward to seeing how those Barcelona principles continue to develop and influence measurement. Angie, can you tell people where they can connect with you online and in social media?

JEFFREY: Sure, Johna. I’m @ajeffrey1, which is A-J-E-F-F-R-E-Y-1, or my regular e-mail address is

BURKE: Thanks so much, Angie.

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Why Is CNN Better In Germany?

Wednesday, July 15th, 2009

3715416000_a5cc31ce7a.jpgAs you probably know, I recently attended the AMEC Measurement Summit in Berlin, Germany. One thing I noticed: There’s definitely a difference in broadcast programming versus the U.S. I believe it’s closely related to both the evolution of print media in the U.S. and our desire to keep up with social media.

In the U.S., fewer outlets report on unique stories leaving less for the broadcast media to cover. You see, much of what is reported by broadcasters is born in print. Why is this important? Because while I love social media and all it has to offer, I don’t want to tune into an anchor checking their tweets. Where’s the journalistic integrity in an anchor reading their Twitter feed? Granted, there is a lot of great information available via social media, but evil forces are at work – a la celebrity death hoaxes (glad you’re o.k., Jeff Goldblum) – and I want to trust my news provider.

In Germany, however, CNN provided straight reporting of the news. The anchor and field reporter interviewed real people related to the story. It was simple, but  interesting and compelling. I even enjoyed the cricket coverage. Why? There were interviews with real people who play the sport, who love the sport, and whose business was impacted as a result.

My frustration came to a head recently when John Roberts, CNN’s American Morning anchor, gave a look followed by “I’m just saying” three times in as many minutes. Really, John? That’s your job. You are paid to say things, so please ease off the slang. What’s next, Kiran Chetry shrieking “OMG” before announcing breaking news? I’ve been a news junkie most of my life, so to watch something I’ve long enjoyed suffer is painful.

Sadly, the news outlets are not alone in struggling to find their niche and that impacts our clients here at BurrellesLuce. On a daily basis, I work with public relations peers who face a similar identity crisis. In some cases. PR pros abandon traditional media and hastily turn to social media outreach when their core stakeholders aren’t in that space. While I always say everyone needs to be listening in social media, you need only be active if you have something to add to the conversation or your key stakeholders are there and you want to be relevant to your audience.

What do you say to the CEO who says “We need a Facebook page”? The same thing you would say to him if he asked for all communication to be delivered on stone tablets. You counsel based your audience and your overall strategy. 

Am I alone in wanting and expecting more from our news providers? Please share your thoughts and I will climb off my soapbox.

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Some Tweet Stats For Communicators

Monday, June 22nd, 2009

If you are like a lot of people, you are having debates about the value of Twitter and the level of engagement needed as part of your communications strategy. At the AMEC Measurement Summit in Berlin, Germany I had the johnaberlin.jpgpleasure of meeting Dr. Nick Koudas, CEO of Sysomos, who recently conducted some analysis of Twitter “An In-Depth Look Inside the Twitter World.”  

The study reveals some fascinating data about demographic and keyword trends to consider when developing your strategy and offers some support for engagement. The Sysomos study doesn’t define the “sphere of influence,” the holy grail I believe we need to fully leverage social media efforts, it definitely provides a step in the right direction. The research should help make the communication role easier since success is more likely when we have a good baseline of knowledge. With this information your organization can make the most impact in social media.

While in Berlin I had the pleasure of conducting a video interview with Dr. Koudas. The audio isn’t great, but for those of you interested he shares some insights from the study.

One last personal note: Based on this study I’m proud to say BurrellesLuce tweeters (@gail_nelson, @valeriesimon, @dfriez, @tressalynne, and @gojohnab) are above average in most areas.

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