"Unlocking Business Performance" – 5th European Summit on Measurement
[Translate to Englisch:] © amecorg.com
More than 200 participants from 35 different countries attended the 5th European AMEC Summit on Measurement at the beginning of June. Numerous workshops, discussions and lectures of this year`s conference in Madrid took place under the theme "Unlocking Business Performance – The Role of Communications Research and Analytics". The goal: developing a practical „how to“ approach for the future of communication research, measurement and evaluation.
"The 2013 Measurement Summit was a showcase for the resources and tools that are now available to practitioners to demonstrate the business impact of their work“, said William M. Murray, President of the Public Relations Society of America (PRSA).
Moving from Principles to Action
As in prior years, a focus of the conference was laid upon the Summit Debate. Led by Rob Flaherty, Senior Partner and CEO of Ketchum, the participants discussed – regarding the conference theme – practical approaches for the future of communication measurement and evaluation. In his keynote speach, Flaherty clearly stated that already discussed principles on evaluation are only a foundation for measurement. The industry needs now specific standards about how to operationalize those principles. In order to establish communication measurement as an integral practical part, it is important that PR experts, trade organizations as well as customers should set measurement standards hand in hand, so the conclusion of the debate.
Rob Flaherty clearly stated that it is now time for putting principles into action. © amecorg.com
Advancing Standardization
The very first outcome of this year`s Summit on Measurement were two dedicated proposals for standardization. AMEC, the International Communications Consultancy Organization (ICCO) and the Public Relations Consultants Association (PRCA) have launched the PR Professionals Guide to Measurement, a new web-based initiative including case studies and best practices. Furthermore, a new standard called AMEC Social Media Valid Framework was announced. This framework is based on existing approaches with the idea behind to enhance those ones.
Practical Insights and Incentives
Participants from small and big organizations, communication agencies and research institutes gained practical insights and incentives for their daily work by diversified workshops and discussions within the three-day conference. 50 international PR experts talked about topics like social media measurement and strategies on evaluation. Altogether, participants could enjoy a high proportion of practical examples and best practices in offered workshop sessions.
More than 200 PR experts from 35 countries participated in Madrid. © amecorg.com
About AMEC
AMEC, the International Association for Measurement and Evaluation of Communication has grown to become a global trade body for agencies and practitioners who provide media evaluation and communication research. AMEC’s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. You can find further information on www.amecorg.com.
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