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Citypress offers free masterclasses during AMEC Measurement Month

Marianne Morgan, director of research and analytics at Citypress, introduces Measurement Month and explains why firms must create bespoke solutions to really understand the impact of PR.

November marks the start of Measurement Month — an initiative set up by the Association for the Measurement and Evaluation of Communication (AMEC) to champion measurement best practice.

Throughout Measurement Month, we’ll be offering a limited number of free measurement masterclasses, so please get in touch now if you are interested.

It’s free consultancy time that could be used either one-to-one or with a group, for an audit, a training session or just a chat about the challenges you’re facing.

And measurement clearly is a challenge.

Research shows that 70% of clients are looking for more sophisticated types of measurement and, amongst measurement providers, 68% say investment in new technology is the only way to compete effectively.

That said, the industry is becoming enlightened. AVEs are well and truly on the wane (just 16% admit to still using them), and most businesses (75%) want to report comms results alongside wider marketing activity.

Yet, I can’t help thinking that this research doesn’t tell the whole story.

My experience suggests that many businesses aren’t sure how to deliver impactful PR reporting and have been left in a no man’s land of measurement.

Which measurement tools are the essential ones to invest in? How do you prove that a national media article will increase a customer’s likelihood to buy your product in three, six, or even nine months’ time? And, in a crisis, how do you quantify the value of not being in the media?

The truth is that there is no one-size-fits-all solution to PR measurement.

The key to understanding whether your PR is working for your business lies in understanding what makes your business tick, your sales funnel, your comms objectives, and how to measure all of this effectively.

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