AMEC 2016 Gorkana staff

PR needs to be in the room where it happens…

We’re now halfway through this years AMEC International Summit on Measurement. Day One saw a variety of excellent measurement case studies and some key summit themes are starting to emerge.

Here’s Gorkana’s top five so far:

Pester your CEO
An excellent point made by Hilton’s Vice President of Global Communications, Aaron C. Raelet was that your CEO didn’t get to that job by not having opinions. Talking to leadership and determining how they define success and what they want to see out of measurement can aid with buy in at the start of a programme. This sentiment was echoed throughout the day, particularly with regards to knowing if your audience can or wants to digest data, as this can shape the style of your reporting and help you #PRoveit in the clearest way possible.

Internal comms are the next thing to integrate
Remember that people within your organisation are powerful advocates. For The Stroke Association‘s Anil Ranchod these advocates take the form of regional ambassadors and social media engagers who help the organisation achieve wonderful results with very small budgets.

For Tim O’Brien at Microsoft, the knowledge of internal product and tech experts is leveraged to create peer-to-peer conversations with social influencers, which is more authentic than a traditional PR pitch. One quick win – think about using the same hashtags across social media and your internal intranet to create campaign synergy.

Good messages take time
We’re fond of saying measurement is a journey, but what does that really mean? Will it ever end? Diane Scott, Director of Media and Corporate Affairs at Visa Europe discussed how her team used a change in Senior Management to revamp messages and make sure these linked back to objectives. Determining this clear narrative voice took several months, but stakeholders now trust that the metrics they report on align with the overall voice of the company.

Humans are key
Microsoft are one of the top five brands in the world – and they know Tech. So when their comms team moves from a reliance on automated sentiment and messages and back to human led coding? You know human insights matter. We’ve long said that you need humans experts to really make insights out of your data particularly where multiple languages are involved, and it was great to have such a global heavyweight share this point of view.

Good measurement helps PR get a seat at the table
Cost is still a key barrier to measurement – but, if you can get a robust programme in place, you also create a comms team that really know your business. This expert knowledge can help get PR into conversations earlier – so you can help shape business objectives and overall strategy. To paraphrase HIlton’s Aaron C. Radelet, Marketing might have the Champagne Budget while PR shares a Mimosa, but at least we’re all at the same party.

Onward to day two!


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