Comments on: The AMEC Principles of PR Evaluation http://blog.prmoment.com/the-amec-principles-of-pr-evaluation/ The alternative blog for PR, public relations, communications, lobbying, public affairs, social media and digital media. Sun, 19 Feb 2012 18:28:08 +0000 hourly 1 http://wordpress.org/?v=3.1.4 By: Tim Marklein http://blog.prmoment.com/the-amec-principles-of-pr-evaluation/comment-page-1/#comment-729 Tim Marklein Tue, 22 Jun 2010 17:14:37 +0000 http://blog.prmoment.com/?p=394#comment-729 Good post, Ben, and thanks for attending the #amec10 summit. While I fully agree that we tackled some "obvious" standards and practices, we did address a few thorny issues in the Barcelona Principles that have been hotly debated for years. We can certainly take on more of those thorny issues in the months and years ahead -- the principles should be a foundation, not the final state. More importantly, the open voting process helped reinforce how much agreement there is on almost all of the principles adopted in Barcelona. Combined with the industry associations involved, this will allow us to obliterate the "PR has no measurement standards" myth from our industry. That myth has all too often talked good people out of good metrics. Or trapped us in circular conversations as an industry. No longer -- it's now time to move onward and upward... Good post, Ben, and thanks for attending the #amec10 summit. While I fully agree that we tackled some “obvious” standards and practices, we did address a few thorny issues in the Barcelona Principles that have been hotly debated for years. We can certainly take on more of those thorny issues in the months and years ahead — the principles should be a foundation, not the final state.

More importantly, the open voting process helped reinforce how much agreement there is on almost all of the principles adopted in Barcelona. Combined with the industry associations involved, this will allow us to obliterate the “PR has no measurement standards” myth from our industry. That myth has all too often talked good people out of good metrics. Or trapped us in circular conversations as an industry. No longer — it’s now time to move onward and upward…

]]> By: AMEC 10 and the glass ceiling of measuring reputation value | Earlin' PR abuse http://blog.prmoment.com/the-amec-principles-of-pr-evaluation/comment-page-1/#comment-727 AMEC 10 and the glass ceiling of measuring reputation value | Earlin' PR abuse Tue, 22 Jun 2010 11:41:02 +0000 http://blog.prmoment.com/?p=394#comment-727 [...] posted a comment to this effect on PR Moment, but one thing that strikes me about the AMEC 10 PR evaluation discussions and grandesque [...] [...] posted a comment to this effect on PR Moment, but one thing that strikes me about the AMEC 10 PR evaluation discussions and grandesque [...]

]]> By: Steve Earl http://blog.prmoment.com/the-amec-principles-of-pr-evaluation/comment-page-1/#comment-726 Steve Earl Tue, 22 Jun 2010 10:57:04 +0000 http://blog.prmoment.com/?p=394#comment-726 Understood that these are baby steps, and absolutely agreed that outcomes and business results are what need to be measured. But in the interests of modernising the long view of PR evaluation, we need to recognise that quantifying clinically what PR investment does for brand value and hence shareholder/stakeholder value will always have limitations. Commercially, reputation's value lies in its ability to get customers to spend or recommend. The only way you can truly measure reputation levels in order to gauge that is to go and ask everyone who could potentially be a customer what they think of you and whether they will buy/recommend. And do so frequently. Even then, there are no assurances they will give you the right answer or any degree of clarity. Further point: AVEs dead? It may be usful to know what the equivalent ad exposure would have cost. But it does not allow you to measure PR value. Comparing bought media to costs earned media costs only helps you to highlight that they're different beasts, rather than drawing some sort of comparison that allows relative value to be assessed. Understood that these are baby steps, and absolutely agreed that outcomes and business results are what need to be measured.

But in the interests of modernising the long view of PR evaluation, we need to recognise that quantifying clinically what PR investment does for brand value and hence shareholder/stakeholder value will always have limitations. Commercially, reputation’s value lies in its ability to get customers to spend or recommend. The only way you can truly measure reputation levels in order to gauge that is to go and ask everyone who could potentially be a customer what they think of you and whether they will buy/recommend. And do so frequently. Even then, there are no assurances they will give you the right answer or any degree of clarity.

Further point: AVEs dead? It may be usful to know what the equivalent ad exposure would have cost. But it does not allow you to measure PR value. Comparing bought media to costs earned media costs only helps you to highlight that they’re different beasts, rather than drawing some sort of comparison that allows relative value to be assessed.

]]> By: Philip Sheldrake http://blog.prmoment.com/the-amec-principles-of-pr-evaluation/comment-page-1/#comment-718 Philip Sheldrake Mon, 21 Jun 2010 11:46:14 +0000 http://blog.prmoment.com/?p=394#comment-718 Hi Ben, You and your readers may like the post over the weekend by CIPR President Jay O'Connor about the Barcelona Principles. It includes an audio interview I conducted with AMEC Executive Director Barry Leggetter and Katie Delahaye Paine of KD Paine & Partners right after the event concluded. http://www.cipr.co.uk/blogs/5867/2010/06/19/barcelona-principles-end-ave The post also refers to an earlier interview with Katie that resonates strongly with your assertions here. Cheers, Philip. Hi Ben,

You and your readers may like the post over the weekend by CIPR President Jay O’Connor about the Barcelona Principles. It includes an audio interview I conducted with AMEC Executive Director Barry Leggetter and Katie Delahaye Paine of KD Paine & Partners right after the event concluded.

http://www.cipr.co.uk/blogs/5867/2010/06/19/barcelona-principles-end-ave

The post also refers to an earlier interview with Katie that resonates strongly with your assertions here.

Cheers, Philip.

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