Public Relations Industry Sets Top Four Measurement Priorities

By Amec, PRNE
Monday, June 13, 2011

LONDON and LISBON, June 14, 2011 -


Developing global standards for social media measurement,
further education of the PR profession, and new work on the ROI of
public relations emerged as the top priorities by delegates at the
3rd European Summit on Measurement in Lisbon last
week.

Measurement professionals, PR agencies and clients from 33
countries attended the Lisbon Summit to chart a course for the
future of public relations research, measurement and evaluation.
 

Nearly 200 delegates created the Measurement Agenda, 2020, a
series of action steps to build upon the outcome of the Measurement
Summit a year ago, in Barcelona, where a similar international
group of delegates created the href="www.amecorg.com/amec/Barcelona Principles for PR Measurement.pdf">
Barcelona Principles of Measurement. Both campaigns are led by
AMEC, the International Association for Measurement and
Evaluation of Communications and the Institute for Public
Relations, the organisers of the Summits.

AMEC’s Chairman, Mike Daniels, said:  ”The Summit
identified some significant challenges for the PR profession to
address by 2020. However, what we also accomplished in Lisbon
beyond setting the priorities was to harness the commitment and
energy of the industry to agree what we need to do together.”

Dr. David Rockland, Global Director of Research &
Measurement, Ketchum, who ran both the Barcelona Principles and
Lisbon Measurement Agenda sessions said, “In Barcelona we created
immutable principles about how you evaluate PR. Now, in Lisbon, we
have set a course for the future and where this field needs to head
in the next several years.”

Five industry organisations took part in the Measurement Agenda
2020 debate in Lisbon: Public Relations Society of America, ICCO,
Institute for Public Relations Commission on Measurement and
Evaluation, AMEC and the Council of PR Firms. They were joined by
speakers from top global corporations, including FedEx, Microsoft
and Philips.

Delegates voted from among 12 issues, or priorities, as to what
is most important to focus on in the years ahead.  The top
vote-getters in rank order were:

  1. How to measure the return on investment (ROI) of public
    relations (89%)
  2. Create and adopt global standards for social media measurement
    (83%)
  3. Measurement of PR campaigns and programmes needs to become an
    intrinsic part of the PR toolkit (73%)
  4. Institute a client education program such that clients insist
    on measurement of outputs, outcomes and business results from PR
    programs (61%)

About AMEC

AMEC, the International Association for Measurement and
Evaluation of Communication has grown to become a global trade body
for agencies and practitioners who provide media evaluation and
communication research. AMEC’s purpose is to define and develop the
industry on an international scale with better professional
standards for both companies and individuals.

About the Lisbon European Summit: The three-day conference, 8-10
June, 2011
, was designed for communications and public relations
professionals and academics to share the latest thinking about
measurement and evaluation of public relations programming. The
European Association of Communication Directors and the Portuguese
Association for Corporate Communication(APCE) were the Official
Supporters of the Summit. href="www.amecorg.com/amec/member-details.asp?id=42">Manchete
was the event’s Portuguese National Partner.

About the Institute for Public
Relations

The Institute for Public Relations is a global, independent
non-profit foundation headquartered at the University of Florida.
It bridges the academic and professional communities supporting
public relations research and mainstreaming this knowledge into
practice. Further information is available at href="www.instituteforpr.org/">www.instituteforpr.org.

For further information contact: AMEC, Barry Leggetter, Executive Director, +44-1268-412414, barryleggetter at amecorg.com. Robyn Massey, Ketchum, +44-7525-699463, robyn.massey at ketchum.com

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