Framework for Measuring what Matters in PR

 

Richard Bagnall, Chairman of AMEC, and co-managing partner of CARMA International, shares international best practice on measuring and evaluation PR & communications. In this talk, recorded live at an exclusive seminar held in conjunction with PRCA SEA at Ogilvy Singapore; Richard explains how the media and PR sectors have changed significantly during an era of unprecedented change over the last 10 years, yet measurement and evaluation techniques have not. He explains why we need to rethink our approach to evaluation and the metrics that we should count if PR professionals are to remain relevant in today’s era of accountability. This includes moving away from using AVEs (Advertising Value Equivalents) – a metric that is flawed and in steep decline all around the world, yet the majority of Asia is still using. Richard explains why this matters and provides straightforward tips for how we can measure our work and prove the effectiveness of our contribution in a manner that is meaningful, credible and relevant to modern communications and PR programmes.

Watch to find out more…