Cracking the PR Industry's Measurement Challenge

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23 May 2018

09:30 AM

Measurement is no longer a ‘nice to have’. In an increasingly disruptive commercial and societal environment, every part of a brand or organisation’s business now needs to demonstrate worth. In the world of public relations, we have leaned on AVE for too long. We all know that it is not fit for purpose in a world where consumers are increasingly rejecting traditional Advertising per se. Further, over recent years PR has evolved to fully represent a broader field, that of ‘Earned’ attention. This gives companies – including ourselves – an opportunity to exert a greater influence over our brand and/or business performance.

Whilst earned attention may be more business-critical than ever before, it has also become increasingly complex and diverse. Measurement in this broader space is even more challenging than the days when AVE was our benchmark. Fortunately, the rapid advances in technology enable us to more accurately measure our output in terms of outcomes. Hugh Baillie, Head of Client Experience EMEA, Weber Shandwick will be joined by special guests Annick Boyen, VP Sustainable Business, Communications and Head of External Affairs Europe, Unilever, Michael Delle Selve, Senior Communications Manager, FEVE, the European Container Glass Federation and Paul Holmes, Founder & Chair of The Holmes Group to discuss these issues in more detail, with a particular focus on:

  • the real-time challenges in proving the worth of PR and earned media
  • look at how we can move on from AVE
  • how technology moves measurement on to being a strategic tool that shapes our work in a time when commercial value has never been more important.   

Moderator and Speakers