The Vuelio team headed off to Prague to join the AMEC Global Summit which, this year, was focused on data and what the acceleration of trends from augmentation to AI mean for the communications industry. Day one included sessions that ranged from the implications of blockchain to how Diageo, Sage and Adobe have transformed their global evaluation frameworks.
There were a huge range of experiences and opinions but there was consensus that far more must be done to improve the sophistication of evaluation. Still, PR and communications professionals, whether agency or in-house, do not invest sufficient time or resource to understand impact. According to the PRCA Census, 26% of the industry admits they do no evaluation.
And this has significant knock-on effect. The industry is unable to prove its worth, unable to provide insights that drive business strategy, which puts budgets at risk and leaves PR the poor relation to all other marketing disciplines. Worse, it directly affects the ability of PR to sustain profile and attract data talent.
The good news is that industry groups are taking steps to help. AMEC recently launched M3, a free-to-use measurement framework that supports PR and communications leads to take their organisations (and clients) along a journey to understand and embed best practice evaluation.
It aligns with our view at Vuelio. Measuring the effectiveness (value) of PR and communications begins with understanding the audience the organisation has to reach and the change sought whether awareness, engagement or product purchase. Only if we think in this way will PR and communications evolve to be considered by its contribution to overall business performance. It is a shift essential to the future of the industry.
Find out more about measuring your value with Vuelio.