A framework for measuring what matters in PR

13 May 2020 by

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.

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