The world of measurement and evaluation in PR and communications is shifting, and ICCO’s latest industry survey sheds light on the trends shaping the future. As a proud sponsor of ICCO, we are committed to advancing measurement standards and helping organisations leverage data-driven insights to drive better decision-making.
Our Global Head of Insights, Khali Sakkas, highlights four key takeaways from ICCO’s report that every PR and communications professional should keep on their radar.
Reputation Rises as a Strategic Priority
Corporate reputation has taken centre stage as the leading business objective, with 61% of clients identifying it as their top priority. Once considered a secondary outcome of PR and communications, reputation measurement is now a primary investment focus, particularly among Chief Communications Officers (CCOs). As corporate reputation continues to influence crisis management, sales, and brand trust, businesses are placing increased emphasis on its protection and enhancement.
Artificial intelligence is expected to have the greatest impact on measurement and analytics, with 56% of industry professionals predicting AI-driven advancements in this space. AI now enables real-time, credible decision-making through speed and scale, providing actionable insights like never before. Beyond data analysis, AI is making business intelligence more accessible, democratising analytics for PR professionals without specialist data skills.
The survey reveals that organisations are increasingly using measurement not just for reporting (73%) but also for planning (50%) and decision-making (48%). This highlights a shift towards actionable measurement strategies where insights are directly integrated into communications planning, ensuring continuous improvement and more effective campaigns.
Asia-Pacific Leads in Measurement Adoption
Despite significant progress in global measurement practices, the industry still has work to do in driving best practices worldwide. The report indicates that AMEC tools and resources are widely used, yet education remains key to improving measurement implementation. The Asia-Pacific region is ahead in this regard, with 46% of professionals leveraging AMEC’s Integrated Evaluation Framework compared to 36% in other regions. The continued translation of AMEC’s framework into 22 languages further supports adoption in emerging markets.
Final Thoughts
The survey results reinforce that measurement is no longer just about tracking performance—it is shaping the way PR and communications professionals plan, strategise, and make decisions. The increasing importance of reputation, the rise of AI-powered insights, and the integration of measurement into decision-making are all driving the industry forward. While progress varies across regions, the continued adoption of best practices and frameworks will be key to ensuring meaningful, data-driven communications in the years ahead.
To explore these insights in more detail, you can download the full report from ICCO’s website.
Commentary, PR Industry News
The Future of Measurement
Key Industry Trends from ICCO’s Latest Report
The world of measurement and evaluation in PR and communications is shifting, and ICCO’s latest industry survey sheds light on the trends shaping the future. As a proud sponsor of ICCO, we are committed to advancing measurement standards and helping organisations leverage data-driven insights to drive better decision-making.
Our Global Head of Insights, Khali Sakkas, highlights four key takeaways from ICCO’s report that every PR and communications professional should keep on their radar.
Reputation Rises as a Strategic Priority
Corporate reputation has taken centre stage as the leading business objective, with 61% of clients identifying it as their top priority. Once considered a secondary outcome of PR and communications, reputation measurement is now a primary investment focus, particularly among Chief Communications Officers (CCOs). As corporate reputation continues to influence crisis management, sales, and brand trust, businesses are placing increased emphasis on its protection and enhancement.
AI-Powered Insights Set to Transform Measurement
Artificial intelligence is expected to have the greatest impact on measurement and analytics, with 56% of industry professionals predicting AI-driven advancements in this space. AI now enables real-time, credible decision-making through speed and scale, providing actionable insights like never before. Beyond data analysis, AI is making business intelligence more accessible, democratising analytics for PR professionals without specialist data skills.
Measurement as a Performance Optimiser
The survey reveals that organisations are increasingly using measurement not just for reporting (73%) but also for planning (50%) and decision-making (48%). This highlights a shift towards actionable measurement strategies where insights are directly integrated into communications planning, ensuring continuous improvement and more effective campaigns.
Asia-Pacific Leads in Measurement Adoption
Despite significant progress in global measurement practices, the industry still has work to do in driving best practices worldwide. The report indicates that AMEC tools and resources are widely used, yet education remains key to improving measurement implementation. The Asia-Pacific region is ahead in this regard, with 46% of professionals leveraging AMEC’s Integrated Evaluation Framework compared to 36% in other regions. The continued translation of AMEC’s framework into 22 languages further supports adoption in emerging markets.
Final Thoughts
The survey results reinforce that measurement is no longer just about tracking performance—it is shaping the way PR and communications professionals plan, strategise, and make decisions. The increasing importance of reputation, the rise of AI-powered insights, and the integration of measurement into decision-making are all driving the industry forward. While progress varies across regions, the continued adoption of best practices and frameworks will be key to ensuring meaningful, data-driven communications in the years ahead.
To explore these insights in more detail, you can download the full report from ICCO’s website.
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