The communication evaluation challenges for 2020?
June 21, 2011 at 9:25 pm 3 comments
At the recent AMEC Measurement Summit participants voted on what they believed should be the top priorities for communications evaluation until 2020. The top five priorities (ranked) were:
1. How to measure the return on investment (ROI) of public relations
2. Create and adopt global standards for social media measurement
3. Measurement of PR campaigns and programmes needs to become an intrinsic part of the PR toolkit
4. Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from PR programs
5. Define approaches that show how corporate reputation builds/creates value.
Well, no.1 I feel is not going to be an easy one, given the diverse opinions on the issue. No. 2 merits attention but I believe “standards” for measuring social media may be a pipe dream (for me, it all depends upon what you want out of social media which in turn determines what you measure). No. 3 certainly makes sense, although we heard at the AMEC summit the main obstacle to having evaluation in the PR kit is fear of PR agencies loosing part of their budgets to evaluation…No. 4 I would fully support and No. 5 I believe there is already interesting work being done.
Read more on the AMEC website>>
Read more on these priorities on Tom Watson’s blog>>
Entry filed under: Communication evaluation.
intelligent measurement 
1.
Tim Marklein | June 23, 2011 at 2:16 pm
Hi Richard and Glen, no one said these things would be “easy” but we’re tackling them anyway. As part of our progress on priority #1, the Council of PR Firms just published more details previewing our position on public relations ROI and an expanded “Total Value of PR” concept that captures PR’s impact beyond ROI. Here’s the link — would love your feedback (and your readers’ feedback) as we flesh out more details to share later this year:
http://t.co/yZ9Idl1
AMEC, IPR, CPRF and others will be doing a lot more work on the social media measurement standards front this year, working together with associations from other disciplines. The cross-industry effort will obviously take more time, but we hope to make progress this year on key elements. Stay tuned for more details on the effort, which will be discussed in-depth at the Institute for PR’s 9th Annual North American Summit on PR Measurement in Philadelphia Sept. 18-20:
http://www.instituteforpr.org/events/measurement-summit/
2.
Glenn | June 29, 2011 at 7:21 am
Thanks Tim, that’s certainly a valid initiative – it seems a wise move to link ROI and total value together – as has been pointed out at Lisbon and elsewhere, the value of PR is often not tangible – and that needs to be recognised.
Glenn
3. Bloggers Series: Glenn O’Neil on Intelligent Measurement · AEA365 | March 18, 2012 at 8:47 am
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