pr measurement summit 2016: barry leggetter, ceo of amec - keynote presentation
TRANSCRIPT
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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
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International Association for Measurement and Evaluation
of Communication
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Barry LeggetterCEO
AMEC
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What is AMEC’s role and what can the Middle East learn about best practice from other parts of the world?
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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
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The real job is to ….
Make Measurement Matter
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“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
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AMEC then…
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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
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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
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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
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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
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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!
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Change needs patience
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Growing in PR – but is your name missing?
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Like to learn more?• AMEC Global Summit, Bangkok - May, 2017• Top international speakers• Great chance to learn