Series 2: Episode 5 | Johna Burke - Why measurement is key to the credibility of public relations
In this episode, Stephen Waddington discusses the measurement and performance management of public relations with Johna Burke, CEO, AMEC.
They discuss:
How data helps practitioners prove their value to senior leaders and gain credibility and influence in management.
The importance of reliable, ethically sourced data, ensuring that data is properly vetted to maintain trust and integrity.
How to use real-time data to manage the performance and effectiveness of public relations campaigns.
How the AMEC framework helps link public relations work to business goals and helps understand outputs, outtakes, and outcomes.
Why is comparing media coverage to advertising value equivalent (AVE) outdated and unhelpful?
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Series 2: Episode 5 | Johna Burke - Why measurement is key to the credibility of public relations