Can we handle the measurement?

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Potentially the most important event in the communications world is due to take place next week. Measurement Week 2014 commences in New York on Monday 15th September, with the International Association for the Measurement and Evaluation of Communication conference designed to highlight best practice for PR.

Measurement holds the key to unlocking the potential of the PR industry, and is central to the sector moving forward and demonstrating its worth to the wider business community.

While the pre-event hype only started relatively recently, the campaign to push for more accurate metric and to ensure that this year’s summit has meaningful and lasting outcomes has been steadily moving on for the past year.

I am not sure what Measurement Week 2014 will bring, but I am hopeful for the following outcomes:

  • A consensus on which metrics matter most
  • Greater transparency about AVE and a move away from this out-dated measurement
  • A better understanding of existing technologies that can take the burden off PR professionals and automate the assessment of PR value
  • Advice on how the latest and future technologies will impact on, and aid, PR measurement
  • How to tie social into non-social in a more meaningful way
  • Clear guidance on how to get clients to engage in the measurement discussion to move forward for the betterment of the whole industry and its reputation

What do you want to see from Measurement Week 2014?

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