PR Measurement Summit 2016: Barry Leggetter, CEO of AMEC - Keynote Presentation

What Is AMEC’s Role And What Can The Middle East Learn About Best Practice Standards From Other Parts Of The World  Barry LeggetterCEO, AMEC

International Association for Measurement and Evaluation

of Communication

Barry LeggetterCEO

AMEC

What is AMEC’s role and what can the Middle East learn about best practice from other parts of the world?

AMEC’s role is to ….…..” demonstrate best practice in communications research and measurementEducate the market of the benefit of communications research, measurement and analytics

Create value for its members and developing a performance measurement mind set by defining and developing and adopting industry-accepted definitions, principles, and language

Share knowledge for the benefit of our members

Develop new thought-leadership platforms

The real job is to ….

Make Measurement Matter

1

“Make no mistake: education is the beginning, the middle, and the end of everything needed to get PR and comms professionals to see the importance of

measurement”Barry Leggetter, interview, Sept, 2016

AMEC then…

AMEC today

150 Members in 86 countries worldwide

World’s largest measurement &

insights trade body

Corporate members include

NATO, UNICEF and The Bill & Melinda Gates Foundation

Some major AMEC milestones

Barcelona 2010Barcelona Principles

Lisbon 2011Valid Metrics Framework

Madrid 2013Social Media Measurement

Framework

Amsterdam 2014User Guides and how to’s

Stockholm 2015Barcelona Principles 2.0

London 2016IEF – The Integrated Evaluation

Framework

Lessons I’ve learned• Have an international mind-set

o AMEC has International Chapters covering the world

o Everything we do has global perspective

• Win a reputation for being collaborative - key learning from AMEC’s growth

• Barcelona Principles framework would not have been possible without it

• We’re “better together” working with other partners

Ideas for your region• Put measurement on the agenda in your agency

or in-house team

• Work with your measurement provider to bring in new thinking

• Commit to end dependence on AVEs

• Invest in measurement education

• Learn by inviting top international experts come to the Region

• Join with AMEC in our own Global Education Programme

world’s biggest measurement & insights trade body www.amecorg.com #amecorg

Be practical…and focus on education

• Try out AMEC’s new Interactive Evaluation Framework already in Arabic

• Look at videos and speaker presentations on AMEC’s website

http://amecorg.com/important-stuff/

• Train professionals throughout the region – especially young professionals

• Put on more events like this!

Change needs patience

Growing in PR – but is your name missing?

Like to learn more?• AMEC Global Summit, Bangkok - May, 2017• Top international speakers• Great chance to learn