Philip Sheldrake

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Social media measurement – AMEC’s ‘Big Ask’ European consultation

The PR industry view and ‘Big Ask’ - Philip Sheldrake, uploaded by Gorkana Group on Vimeo.

AMEC – the international Association for Measurement and Evaluation of Communication – launched its social measurement consultation exercise with European members and in-house and agency PR professionals on November 17th 2011 at the 'Big Ask' conference. I spoke at the conference and the videos of the day have just been posted to Vimeo. In the egocentric nature that is personal blogging, I've embedded the video of me above, and videos of the other speakers can all be found here.

AMEC aims to develop global social media measurement standards by June 2012, and I'm also contributing to / hanging on to the coat tails of a similar initiative driven by I-COM – the International Conference on Online Media Measurement.

It's probably not too much of a generalisation to say that AMEC has grown out of the 'unpaid media' community, and I-COM from the 'paid media' community. While I've argued here that this distinction is now pointless, it is responsible for incredibly different perspectives and attitudes; in fact sometimes laughably so. I'll know when we're making progress on social media measurement when this division recedes and my amazement dissolves. It's noteworthy that both efforts have begun earnestly to engage the other 'media types'.

Hope you like the video.

Truth be told – Friday Roundup

According to the renowned Excellence study, public relations is a management function that focuses on two-way communication and fostering of mutually beneficial relationships between an organisation and its publics. One might argue that one can't aim to please (benefit) everyone, so it might be more appropriate to emphasise mutual understanding rather than mutual benefit, as indeed the CIPR's current definition of PR does.

Despite the common association of PR with spin (spin a yarn, make up a story), the PR professional focuses on symmetrical communication based on truths and understanding. Indeed, I like to say that whilst 'perception is reality' may have been a dominant axiom for 20th Century practice, the 21st Century professional acknowledges that changes to media, communications technology and societal expectations now renders 'reality is perception' more appropriate.

But what is truth? Read more