AMEC unveils its ‘Measurement Maturity Mapper’ in Barcelona

AMEC unveils its ‘Measurement Maturity Mapper’ in Barcelona

AMEC unveiled a brand new resource to help PR professionals build impactful measurement programmes today at its annual Barcelona summit.

The ‘Measurement Maturity Mapper’ was introduced to the world in a hands-on workshop with Cision’s Paul Hender, FleishmanHillard’s Ben Levine, Survey Solution’s Colin Wheeler and Impact Research & Measurement’s Aseem Sood.

Once launched, this interactive online tool will show companies how they compare to others in their sector and the industry at large. It will then provide communicators with guidance on how best to improve their PR measurement practices.

In today’s session, the panel shared the results of a pilot survey, which has formed the basis of the new tool.

AMEC measurement maturity mapper

This pilot survey indicates that most PR teams are doing a good job of measuring helpful metrics and using them to plan their campaigns. But it seems they are lagging behind when it comes to tying these results to business results and demonstrating real business impact.

It’s hoped this ‘measurement mapper’ will drive conversations and provide clear guidance for PR professionals, even in the early stages of its development.

Making the case for PR and comms investment


One of the key themes at this year’s AMEC summit has been driving cultural change within organisations to use PR and comms data to demonstrate the discipline’s business impact and inform organisational decisions.

As such, the measurement mapper is also intended to provide case studies and recommendations about how to drive management changes – both downwards and upwards within an organisation.

The pilot survey results illustrate the need for this. Proving business impact is the area where respondents general had the most room for improvement, indicating that this is one of the biggest hurdles for clients.

To finalise the tool, AMEC will now refine the measurement mapper survey, continue analysing the data, build the interactive tool and develop supporting case studies to accompany the resource.

Related Posts
Cision celebrates a golden night at the AMEC Awards
Cision celebrates a golden night at the 2018 AMEC Awards
It was a golden night for Cision at last night’s AMEC Awards, as its companies took home a combined 12 prizes, including four Gold awards. Cision achieved a sweep of the [...]
AMEC summit showcases the future of PR measurement
AMEC summit showcases the future of PR measurement
Industry leaders showcased the innovations set to revolutionise PR measurement at the 10th AMEC Global Summit in Barcelona this week. This annual summit has provided many of [...]
PR measurement in practice with Cision PRIME Research and AMEC
Why PR measurement is as revolutionary as the printing press
Demand for PR measurement services is booming. According to industry analysts Burton-Taylor, analytics is the fastest growing segment within the media intelligence sector. [...]
Cision secures highest number of nominations at AMEC Awards
Cision secures highest number of nominations at 2018 AMEC Awards
Cision companies have topped the list at this year’s AMEC Awards in Barcelona, with an overall total of 16 nominations across two organisations. The company received nine [...]