6. “IN THE PR INDUSTRY, STRATEGIC PLANNING CAN BE
A FUNDAMENTAL WEAKNESS. EVERYTHING TENDS TO
BE FOCUSED ON ACTIVITY, NOT OBJECTIVES AND
OUTCOMES. WITHOUT CLEARLY UNDERSTANDING
THESE AND ESTABLISHING A PLAN FOR HOW TO
ACHIEVE THEM, HOW CAN BE MEASURE IN A
MEANINGFUL WAY?”
RICHARD BAGNALL, CHAIRMAN OF AMEC
@Jenny_Sanchis #AMECMM
13. THE AMEC
FRAMEWOR
K
Outputs
Actions executed within a campaign
Outtakes
Change in knowledge, attitude and
opinions of the target audience
Outcomes
Resulting actions and behaviours
@Jenny_Sanchis #AMECMM
16. “THE GENERAL WHO WINS THE BATTLE MAKES
MANY CALCULATIONS IN HIS TEMPLE BEFORE THE
BATTLE IS FOUGHT. THE GENERAL WHO LOSES
MAKES BUT FEW CALCULATIONS BEFOREHAND.”
“OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.”
SUN TZU
@Jenny_Sanchis #AMECMM
17. “TODAY, I WANT TO PROPOSE A FURTHER
EVOLUTION OF STRATEGY FOR OUR SECTOR –
ACTION COMMUNICATIONS […]. OUR NEW
MANTRA IS ‘DO, SAY, ADVOCATE’.”
RICHARD EDELMAN
@Jenny_Sanchis #AMECMM
18. BE READY TO EMBARK THIS JOURNEY TOO!
@Jenny_Sanchis #AMECMM