intelligent measurement

Latest trends in communications evaluation

June 12, 2009 at 9:49 am Leave a comment

At the AMEC Measurement Summit in Berlin, Richard Gaunt, co-author of this blog (pictured next to Glenn O’Neil, co-author at the Summit),  presented some key findings of a survey on evaluation practices amongst communication professionals worldwide (0ver 500 respondents). Some of the key findings were:

• 77% of communication professionals are doing some type of evaluation
• Most communication professionals are measuring “outputs”, using media clipping services to monitor visibility
• Two clear groups emerge amongst communication professionals, those who are interested in measuring “outputs” (distribution, number of media mentions) and those who are interested in measuring “outcomes” (changes to knowledge, attitudes and behaviour).

We will be posting more results in the coming days…

Photo – blog authors Glenn and Richard at the AMEC Measurement Summit – photo by K D Paine, see more photos from the Summit >>

Entry filed under: Communication evaluation, PR evaluation.