BEYOND BREAKFAST SESSION #1 THINK BEYOND THE COVERAGE – OUTPUTS ARE NOTHING WITHOUT OUTCOMES On Wednesday 11th May, Barry Leggetter, CEO of the International Association for Measurement in Communications (“AMEC”), joined Stir PR and guests to discuss, explore and learn about the importance and future of measurement. Here are the key outtakes;
AMEC’s journey: Change began in 2010, with the transformative idea that a measurement framework and set of guidelines would increase the rigour with which PR campaigns were evaluated and make measurement mainstream.
The international PR community are now rejecting AVEs: v Idea that single metric can sum up
The Barcelona Principles were established (updated in 2015) 1. Importance of goal setting first 2. Measuring outcomes (attitude / behavior) is preferable to measuring outputs 3. The effect on business results can and should be measured 4. Measurement requires quantity and quality 5. AVEs are not the value of PR 6. Social Media can and should be measured 7. Transparency and replicability are paramount to sound measurement
engagement is misguided v AVEs are purely quantitative, provide no insight into value of third party endorsement v AVEs take no account of the target that you are trying to reach v No one buys advertising at rate card prices – therefore AVE cannot be a true reflection of PR worth
Questions asked and issuesaised during The Beyond Breakfast: v Sources of reliable measurement data
The key to effective measurement: v Defining objectives/KPIs as part of the
briefing process and agreeing these with relevant stakeholders v Ensuring that mechanics are integrated into a campaign to allow you to measure activity v Ongoing evaluation as the PR programme takes shape, rather than just at the end, continually tweaking the campaign based upon these insights v Considering outcomes (attitude and behavior change) as well as outputs
v The cost of purchasing data from which to
draw insights for future campaign strategy v Reeducation of the C-suite and stakeholders in PR measurement beyond AVEs v Integrating effective measurment across all agency partners v Setting benchmarks for continual measurement and evaluation
Attendees were first to hear about the development of an interactive measurement framework, which is to be launched at AMEC Annual Conference, held in London, 15-16 June 2016. A prototype is currently being tested by AMEC partners and members including Stir PR. www.stirpublicrelations.com