pr measurement summit 2016: barry leggetter, ceo of amec - keynote presentation
TRANSCRIPT
What Is AMEC’s Role And What Can The Middle East Learn About Best Practice Standards From Other Parts Of The World Barry LeggetterCEO, AMEC
International Association for Measurement and Evaluation
of Communication
Barry LeggetterCEO
AMEC
What is AMEC’s role and what can the Middle East learn about best practice from other parts of the world?
AMEC’s role is to ….…..” demonstrate best practice in communications research and measurementEducate the market of the benefit of communications research, measurement and analytics
Create value for its members and developing a performance measurement mind set by defining and developing and adopting industry-accepted definitions, principles, and language
Share knowledge for the benefit of our members
Develop new thought-leadership platforms
The real job is to ….
Make Measurement Matter
1
“Make no mistake: education is the beginning, the middle, and the end of everything needed to get PR and comms professionals to see the importance of
measurement”Barry Leggetter, interview, Sept, 2016
AMEC then…
AMEC today
150 Members in 86 countries worldwide
World’s largest measurement &
insights trade body
Corporate members include
NATO, UNICEF and The Bill & Melinda Gates Foundation
Some major AMEC milestones
Barcelona 2010Barcelona Principles
Lisbon 2011Valid Metrics Framework
Madrid 2013Social Media Measurement
Framework
Amsterdam 2014User Guides and how to’s
Stockholm 2015Barcelona Principles 2.0
London 2016IEF – The Integrated Evaluation
Framework
Lessons I’ve learned• Have an international mind-set
o AMEC has International Chapters covering the world
o Everything we do has global perspective
• Win a reputation for being collaborative - key learning from AMEC’s growth
• Barcelona Principles framework would not have been possible without it
• We’re “better together” working with other partners
Ideas for your region• Put measurement on the agenda in your agency
or in-house team
• Work with your measurement provider to bring in new thinking
• Commit to end dependence on AVEs
• Invest in measurement education
• Learn by inviting top international experts come to the Region
• Join with AMEC in our own Global Education Programme
world’s biggest measurement & insights trade body www.amecorg.com #amecorg
Be practical…and focus on education
• Try out AMEC’s new Interactive Evaluation Framework already in Arabic
• Look at videos and speaker presentations on AMEC’s website
http://amecorg.com/important-stuff/
• Train professionals throughout the region – especially young professionals
• Put on more events like this!
Change needs patience
Growing in PR – but is your name missing?
Like to learn more?• AMEC Global Summit, Bangkok - May, 2017• Top international speakers• Great chance to learn