The year is almost over but we just have time to recap the best content that was put out during AMEC‘s annual education initiative, Measurement Month, in November. Get ready for guides, essays, podcasts and evergreen content that will help you become better at measurement & evaluation.
Great articles from AMEC agency members all around the world
Much of what is put out during AMEC Measurement Month is in the form of various events. This year, however, we also celebrated the new and updated AMEC website with a string of excellent online articles – many of them by agency members, who earlier this year formed the “Common Ground” initiative to share their knowledge and expertise.
On the Insights page you will find all of the articles, but a few that especially deserve highlighting are Jonny Bentwood’s “How to move teams away from AVEs or impressions”, Kerry Gould’s “Pitching for PR measurement investment”, Marni Zapakin’s “Five tips for measuring on a shoestring budget”, and Marianne Morgan’s “How do you build an agency measurement and evaluation practice from the ground up?”.
Guide: Making Sense of PR Measurement
Libby and Steph Bridgeman have put together a great little starter guide with infographics and a number of case stories to put the measurement theory into a practical context.
You will have to give up your email to download it, but you are not giving out any permissions or signing up for anything and the read is well worth it.
Third annual expert e-book from AMEC
For the third year in a row, I had the pleasure of being the editor of AMEC’s expert e-book released during Measurement Month.
This year’s edition features 11 articles and essays by some of the best measurement & evaluation minds in the industry, sharing their views and experiences on a range of M&E topics.
Check it out by clicking the image above – and don’t forget to get the 2017 and 2018 editions as well!
New Primer: Introduction to PR planning
This release is probably what I am most thrilled about in all of AMEC Measurement Month 2019. Mischief PR has collaborated with AMEC to create this brilliant 17-page introduction to the most frequently neglected stage of the Integrated Evaluation Framework: the Input phase.
Knowing how to plan properly, how to use research and measurement to inform your strategy, define your target audience and sharpen your message is vital.
Yet for some reason, communication professionals tend all too often to “shoot from the hip” or “go with their gut feeling” when making decisions about how to shape their campaigns.
This guide or ‘primer’ is the first stage in a process that will culminate at the AMEC Summit 2020 in Vienna. But you should get it and read it as soon as possible to start taking advantage of its excellent advice.
Podcast: Measuring Sentiment
My final recommendation is to listen to episode 15 of the PR Resolution Podcast, in which Stella Bayles interviews Steph Bridgeman, head of Experienced Media Analysts and Maya Koleva, head of Insight at Commetric.
The topic of the podcast is ‘sentiment’ analysis – meaning how to analyse and classify data points as either positive, negative or neutral publicity for a client or employer. As you will hear Steph and Maya explain, it is a field that still requires a fair amount of human effort, despite recent years’ progress in automation.
Steph and Maya go on to explain a number of subtle nuances that most of us would probably miss when doing sentiment analysis on our own for the first time. Thus, I highly recommend that you listen to the 37-minute episode and pick up some great tips.
About AMEC Measurement Month 2019
Every year during November, AMEC members come together in an attempt to further educate and help the professional communication industry, whether it be agency or in-house, to gain a better understanding of the value of communication measurement and evaluation.
The initiative is called Measurement Month and during November AMEC members all over the world put on free seminars, breakfast meetings, webinars, guest lectures and mini-conferences and produce articles, videos, podcasts and white papers.