{"id":3083,"date":"2021-06-02T13:07:00","date_gmt":"2021-06-02T13:07:00","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&p=3083"},"modified":"2024-07-22T12:40:03","modified_gmt":"2024-07-22T12:40:03","slug":"events-the-essential-amec-global-summit-2021-takeaways","status":"publish","type":"tms","link":"https:\/\/carma.com\/es\/tms\/events-the-essential-amec-global-summit-2021-takeaways\/","title":{"rendered":"The Essential AMEC Global Summit 2021 Takeaways"},"content":{"rendered":"\n

2021\u2019s AMEC Global Summit was all about the letter P: Planning, Purpose, and Proof. This year AMEC (https:\/\/amecorg.com\/)<\/strong> enters its 25th year of being the international voice of communications measurement and evaluation. And what a year it has been. The summit explored the challenges that have come to the fore for PR professionals in the last year. As ever, the summit didn\u2019t just discuss problems, it hosted a veritable feast of esteemed speakers, who bought with them a whole host of solutions. The words on everyone\u2019s lips? Planning, Purpose, and Proof.<\/p>\n\n\n\n

Planning<\/span><\/a> <\/strong><\/h2>\n\n\n\n

Behind every good PR campaign is a well-thought-out measurement strategy, and a proper plan, with objectives laid out at the start of the process. Why? Because without a proper plan, the focus is on tactics and just doing stuff, which leads down the path of just counting stuff and vanity metrics sneak in. Meaningful measurement needs to begin with asking questions like: why am I doing this? Why does it matter? What is the purpose? What am I trying to achieve? And how will this support my organisation? That\u2019s why the organisations who do well at this are those who begin with the end in mind, with a laser focus on the problem they\u2019re trying to solve or the things they\u2019re trying to achieve. That way the strategy, plan, and tactics all link back to the objectives \u2013 the things that move the needle for the organisation.<\/p>\n\n\n\n

And at a time where planning is so important, AMEC (The International Association for the Measurement and Evaluation of Communications) has launched its new planning resources<\/strong><\/span><\/a>. If you\u2019ve already become familiar with the AMEC Integrated Evaluation Framework<\/span><\/a>, the Measurement Maturity Mapper<\/span><\/a> (both explained here<\/span><\/a><\/strong>), or any of AMEC\u2019s other tools; you\u2019ll now be able to get stuck in with their new suite of resources \u2013 including advice, guidance, and templates for you to use.<\/p>\n\n\n\n

Oh, and when you\u2019re thinking about your objectives, always remember to make sure they\u2019re SMART<\/strong><\/span><\/a>. <\/p>\n\n\n\n

Purpose<\/h2>\n\n\n\n

Purpose is not just marketing jargon; it\u2019s a philosophy that should be driven throughout an organisation, aligning internal and external comms. Increasingly, our audience and our customers are interested in what a brand stands for, and against, not just what it is selling and why you should buy it. That\u2019s where purpose comes in. How do you drive an authentic purpose within your company? You need to understand what matters to your audiences, uncover the messages that resonate, and remain relentlessly authentic. It\u2019s all well and good explaining the \u2018why\u2019 of what you do, but only if it is something your audience cares about too.<\/p>\n\n\n\n

The ocean of data we have available to us can help create alignment between the truth of our business and the perceptions of our audience. Interpreting that data effectively can create a virtuous circle: effective communication starts with effective policies and research influences both ends. Purposeful business has a human-based truth at the core of its purpose, and we can use data at every step to truly understand what is driving audience perceptions. Communicators are perfectly placed to inform and advise on business decisions by providing meaningful insights into what people care about and how best to communicate your truth to them.<\/p>\n\n\n\n

Proof<\/h2>\n\n\n\n

It\u2019s on its way. In their swathes, communicators are saying no to AVEs<\/strong><\/span><\/a> \u2013 because the amount of space some copy takes up on a glossy magazine page simply doesn\u2019t equate to the value delivered to an organisation.<\/p>\n\n\n\n

To prove the value PR brings, the industry needs to continue to move away from only using output metrics, activity-based numbers like volumes, impressions, shares, likes, tweets etc. These big numbers and vanity metrics used in isolation make it impossible to demonstrate true value to an organisation. AVE\u2019s and other more spurious metrics like \u2018Return on Engagement\u2019 make little sense to the C-Suite and CFOs who are looking to understand how they can best achieve a return on investment and business success, especially in challenging times.<\/p>\n\n\n\n

According to this interview<\/span><\/a> with Francis Ingham, Director General of the PRCA<\/span><\/a><\/strong>, \u201cThe last year has been a real fight for survival, and hard on us all\u2026 this has led PR practitioners to put research at the heart of what they do, they\u2019re tracking campaigns, better measuring results and being cognisant of real goals and objectives at all times. And, given the importance of comms, clients and in-house teams are now prepared to pay for proper evaluation \u2013 it\u2019s not just a luxury anymore, it\u2019s now a necessity.\u201d<\/p>\n\n\n\n

So while some may have been disappointed that #AMECSummit remained virtual in 2021, it\u2019s safe to say it was as insightful as ever. Whether it\u2019s the importance of planning coming to the fore; the conversation around purpose getting louder; or the industry continuing to bang the drum for the need for proof, one thing is clear \u2013 PR measurement is alive, kicking, and thriving.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

2021\u2019s AMEC Global Summit was all about the letter P: Planning, Purpose, and Proof. This year AMEC (https:\/\/amecorg.com\/) enters its 25th year of being the international voice of communications measurement and evaluation. And what a year it has been. The summit explored the challenges that have come to the fore for PR professionals in the last year. As […]<\/p>\n","protected":false},"author":60,"featured_media":3151,"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"tags":[326],"the_measurement_standard":[344],"creator":[],"class_list":["post-3083","tms","type-tms","status-publish","has-post-thumbnail","hentry","tag-events-reports","the_measurement_standard-events-reports"],"acf":[],"yoast_head":"\nThe Essential AMEC Global Summit 2021 Takeaways - CARMA<\/title>\n<meta name=\"description\" content=\"Read about the importance of PR planning, why purpose is bigger than marketing and why the Communications industry needs proof more than ever.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/carma.com\/es\/tms\/events-the-essential-amec-global-summit-2021-takeaways\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Essential AMEC Global Summit 2021 Takeaways\" \/>\n<meta property=\"og:description\" content=\"Read about the importance of PR planning, why purpose is bigger than marketing and why the Communications industry needs proof more than ever.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/carma.com\/es\/tms\/events-the-essential-amec-global-summit-2021-takeaways\/\" \/>\n<meta property=\"og:site_name\" content=\"CARMA\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CARMAGlobal\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-07-22T12:40:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/AM-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"560\" \/>\n\t<meta property=\"og:image:height\" content=\"315\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@CARMA\" \/>\n<meta name=\"twitter:label1\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutos\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Essential AMEC Global Summit 2021 Takeaways - 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