Friday Roundup – AMEC and the value of PR

The PR measurement and evaluation community came together in Barcelona 16th-18th June for the AMEC 2nd European Summit. AMEC is the Association for Measurement and Evaluation of Communication, and they played host to organisations such as the IPR, the PRSA, the ICCO,the CIPR and the PR Global Alliance.

I was there representing the CIPR in my capacity as chair of its measurement group.

AMEC equipped all delegates with some nifty electronic voting gadgets with which votes were cast on seven foundation principles. The headline principles were approved, and AMEC has now taken the action to tweak the detail in line with delegate feedback before publishing in full.

I won't duplicate the contents of a post on the seven principles by CIPR President Jay O'Connor, but I will convey here how delighted I am that one of the principles states simply:

Advertising Value Equivalents (AVEs) are not the value of PR

(Indeed, I see that Paul Holmes of the eponymous Holmes Report is delighted too, making the perspicacious observation that AVEs don't measure the value of advertising either, just its cost!)

I interviewed Barry Leggetter, AMEC Executive Director, and Katie Delahaye Paine of KD Paine & Partners, at the conclusion of the summit to get their thoughts, and you can listen to that interview on Jay's blog post too, or here:

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And another with Katie Delahaye Paine a few weeks before the summit:

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Public Relations professionals have more data at their fingertips than they ever dreamed, and this data is increasing by the magnitude by the year. Therein lies the opportunity for measurement and evaluation. AVEs have been a metric in the "because we can, not because we should" camp, and even if best practice doesn't turn out to be as simple or even as generic as AVE, we will at last have something of true value and practical insight to bring to the board table than a specious sum based on false assumptions using an unfounded multiplier and only addressing a fraction of the PR domain.

Onwards and upwards :-)

Best regards, Philip and the MarCom Professional team.

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From the report: More...

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The Influencer Project

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Cool.

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Managing Partner, Euler Partners. Author, "The Business of Influence", and "Attenzi - a social business story". Chartered Engineer and Management Consultant. Main Board Director of techUK.

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