Every year in November, the world’s PR and communications industry turns its close attention to the importance of measurement and evaluation. AMEC, the global trade association that represents best practice in PR measurement, co-ordinates and runs a series of educational events that show case meaningful measurement, data, analytics and insights right across the month.
In this opening session to mark AMEC’s 2020 Measurement Month festival of communications evaluation best-practice, Richard Bagnall, AMEC’s Chair and CARMA’s ex co-managing partner reflects on how PR measurement has evolved over the last 25 years and looks forward to see its new opportunities and threats.