Last summer, we co-hosted an exclusive seminar with PRCA SEA at the Ogilvy Singapore offices, where our co-managing partner and chair of AMEC, Richard Bagnall, shared international PR and communications measurement and evaluation best practices.
In the recording below, Richard discusses:
- How the last 10 years have been an era of unprecedented change whereby the media and PR landscape have changed significantly. However, measurement and evaluation techniques have not kept pace.
- Why we need to rethink our approach to evaluation and the metrics we should count if PR professionals are to remain relevant in today’s era of accountability.
- This includes moving away from using AVEs (Advertising Value Equivalents) – a metric that is flawed and in steep decline all around the world, yet the majority of Asia is still using.
- Tips on how we can measure our work and prove the effectiveness of our contribution in a manner that is meaningful, credible and relevant to modern communications and PR programs.
Watch the recording of the seminar below.