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Why Metrics Matter: Day One at the AMEC International Summit

This week hundreds of communication professionals have jetted off to London for the 8th annual Association for the Measurement and Evaluation of Communication (AMEC) International Summit.

This year’s theme, “Making Metrics Matter: Taking Measurement Mainstream,” highlights why metrics are imperative to success and how to make measurement relevant to any company or organization. Attendees not only have the opportunity to gain first-hand insights from over 60 speakers, but also the opportunity to network with other powerful leaders in the PR and communication industry.

Couldn’t make it? Don’t worry – Gorkana, a Cision company and UK media intelligence leader, has you covered. Here are some of the main takeaways, tweets and thought leadership from day one.  

How Do Metrics Matter to You?

UK Managing Director of Gorkana, Myles Johnson, says: “Metrics help you prove your message. Metrics help us measure [that] return, which means we can prove internally, externally, about all the great work that’s been done in the communications world.”

Chief of marketing knowledge, private fundraising & partnerships division at UNICEF, Omar Mahmoud, says: “They’re a way of communication. When you’re talking numbers, you’re talking evidence, which makes decision-making much easier.”

Head of brand, communications & digital at Philips North America, Mark A. Stephenson, says: “Metrics are king. It drives our strategy, drives our planning, it drives everything we do.”

Group managing director at LEWIS, Giles Peddy, says: “Metrics really do matter in showing our value to the organization, what impact we’re having on their organization, and to value what we can do for them at the next stage in their communications journey.”

Head of Civil Service communications and internal communications, Elayne Phillips, says: “There’s so much data available, we can be in data overload. Select the right metrics in an integrated way that then tells you the story of what’s going on.”

Deputy director, PR and communications at The Stroke Association, Anil Ranchod, says: “Metrics matter to me because of the sector I work in… It’s not about profits, it’s about saving lives.”

Director for corporate communications at the Cleveland Clinic, Eileen Sheil, says: “As a PR industry, we really need to move from being nice to have, to being needed to have.”

AMEC chairman and EMEA Managing Director at Cision, Jeremy Thompson, says:  “Metrics are the heart of measurement. Without the right metrics, you haven’t got good measurement.”

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What Was Covered on Day One?

During his presentation, Chris Foster, worldwide executive vice president at Burson-Marsteller, highlighted where the industry stands and how it can improve in the future. Referencing the results of recent global research published in partnership with Ipsos Global Reputation Centre, Foster explored the seven barriers to measurement.

Eileen Sheil, director of communications at Cleveland Clinic, explored how measurement helped protect her team’s budget during a crisis. Her presentation outlined how she used the Barcelona Principles to prove why her team, and PR in general, matters to the bottom line.

Partner and CEO at Ketchum Global Research & Analytics, David Rockland, hinted at what’s to come as the PR and communication industry continues to evolve, including the launch of AMEC’s new Integrated Measurement Framework.

Stay tuned for more insights!

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Image via Pixabay: 1

Tags : measurement

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

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