Thought Leaders Interview: Sandra Macleod
Within the interview series "Thought Leaders in PR Measurement" Sandra Macleod, Group Chief Executive of reputation research firm, Echo Research, talks about her experience with PR measurement and evaluation. In the interview the founder of AMEC, the global association of measurement and evaluation companies, explains, which personal insights she gained in the field of public relations measurement within the last 30 years and why it is important to develop international standards.
Communicationcontrolling.de: Ms Macleod, when did you start to deal with questions of PR measurement and evaluation, and why are you especially interested in this topic?
Sandra Macleod: In my mid-20s, following a university degree in PR from Canada and several early years at Edelman PR in Paris and London, I was appointed Director of Communications for a leading global management consultancy. Where I wanted to challenge our leadership on positioning and strategy, the management team wanted me to focus purely on continued coverage in the FT. When I felt this wasn't the only direction, I asked – and got – a decent budget to do some research among clients we had just won, lost or would like to work with. The feedback was electric – our single biggest client was about to leave us as they saw others doing things they didn't know we did; while our prospects were unaware of our many great offerings so would not think of coming to us. My mandate for change and proper strategic alignment and positioning was sealed, and I have never looked back from the power of proper research to support improved PR for real business benefit.
This interview is part of the series „Thought Leaders in PR measurement” – we’ve talked to 12 people who shaped the international debate on communication measurement in various periods.
cc.de: Why do you think communication measurement is essential for organizations today?
Macleod: We are in an age where it's not about getting products to market anymore, but about differentiation on things that matter to key constituents. With global social media providing an avalanche of unqualified information, advocacy at scale is the only real way to get cut-through and actively drive behavior and choice. Communication research and measurement is the only sure-fire way of putting this into perspective and accurately framing the influential and what matters to them to encourage authentic alignment inside and outside the organization. Without that knowledge and guidance on the 'gap analysis', most organizations are deluding themselves into a slow, silent fall.
cc.de: What have been the most important insights and turning points in your professional work on the topic?
Macleod: Seeing first hand the power of real, actionable insights, time and time again. It's galvanizing, constructive, energizing – at a time when organizations need to listen more closely and better than ever before. Powerful answers and truths lie within and outside – If only people care to look, and then act on them.
cc.de: International research constantly shows large gaps between the importance and implementation of measurement practices. Many complain about this, butnothing seems to change. Do you think there are any ways out of this dilemma?
Macleod: As the original founder of AMEC, I worked hard at arriving at consensus on the things that are material, in terms of approach and methodology. How findings are computed and illustrated then boil down to individual preferences and company procedures. We will never have one size fits all, and that would be very wrong. As more and more clients are better informed about research, the questions are better and professional standards are raised. Many early start-ups in this area have since disappeared, and there is a better and more sophisticated industry that is growing around this essential service.
cc.de: Do you think it is possible to develop international standards forlinking communication to organizational goals and for evaluating communication activities? What will be advantages and disadvantages, whomight profit from such initiatives?
Macleod: I do think that the work that AMEC, the IPR and the Measurement Commission in the US have collaborated upon is a significant step in exactly this direction. It has built with its Barcelona and Lisbon principles useful guidelines for all to follow as of today – and importantly focusing on organizational outcomes not just communication outputs. I see only advantages to a common, more professional and sophisticated understanding of something that is inherently complex as it is fundamentally about driving behavior. The industry is growing up and one can only applaud and support that. Those who profit most? The client organizations themselves, as they will be better for using sound insight, properly derived and validated to support success and progress.
cc.de: From your point of view, what is the most important future challenge for PR measurement and evaluation?
Macleod: As more and more professional services firms move into the space of reputation – from accountants and auditors to management consultants, lawyers and insurers – the fact that we still call it 'PR measurement and evaluation' the value will be subsumed under a grander title of 'reputation research' done by those who often don't understand communication. That is a huge disconnect and despite cries of professional encroachment, it is happening under our very noses. The PR community is in danger of sleepwalking away from one of its greatest and most powerful tools.
About Sandra Macleod
Sandra Macleod, Group Chief Executive of reputation research firm, Echo Research, based in London, United Kingdom, has more than thirty years` experience in communications and reputation analyses and evaluation. As author and lecturer, Macleod has contributed to books on professional accountability and corporate responsibility. She is founder of the AMEC, the Association of Measurement and Evaluation Companies and, amongst others, Fellow of the Chartered Institute for Public Relations (UK), Member of the Market Research Society and a member of the McKinsey Women as Leaders` Forum. Macleod is Visiting Professor in Reputation Management at New York University`s Master of Science in Public Relations & Corporate Communication.
back to News
