Measurement Month is a global education campaign run by the Association of Measurement and Evaluation Companies (AMEC) aimed at educating communications professionals on the latest thinking in measuring, evaluating and proving the success of public relations activities. The event, themed ‘How to Avoid Garbage in, Gospel out’ offered practical guides to modern PR measurement. Sharing best practice insights and tips on what it looks like to live in the ‘Land of Intelligent Measurement’ to get the best value, performance and results in your PR, and Social Media Comms. Discover what intelligent dashboards look like, what to measure and what to ignore, and how to stop doing ‘Fluffy PR’ or becoming a ‘Digital Dinosaur’ to avoid ‘Garbage in, Gospel out’.

1. Determiningthe
appropriateChannelsto
promoteyourContent
Itain’tthemeat,it’sthemotion

3. It ain’t the meat, it’s the motion
Maria Muldaur had a hit in the ‘70’s with the song
“It ain’t the meat, it’s the motion”
My theme for this talk

4. Today I will
share with you
1. Clients & Agencies need change to recognise that it is
‘Manc Grit’ as much as Ingenious Creativity & Intelligent
Measurement - to destroy ‘Fluffy PR’
2. ‘Iteration’ sits alongside ‘Measurement & Evaluation’ –
The ‘Motion’ is a constant process of iteration –
aim, fire, feedback, re-aim, fire, feedback…
3. To manage the complexity you need to harness
processes and tools
But it’s paradoxical:
• Both rational and intuitive
• Work linear with processes but also lateral with ideas

5. Our task today
• Creating Content that wins is half the story
• Delivering that content to the audience at the right time
and in the right place is the unsung hero of successful
campaigns
• We need to understand crucial role of right channel with
the right content
• We’ll share processes, tools and case studies - plus
insight and experience

6. Our challenges
1. Revolutionary age
2. Greater complexity
3. Greater noise & clutter
4. Demands for ROI
5. Greater convergence
6. Yet, great opportunities

7. Clients & Agencies
need to change - our story
We have 3 ingredients :
IngeniousCreativity + IntelligentMeasurement + ‘MancGrit’
Ideas without measurement and application is ‘Fluffy PR’

8. We need to evolve our
Brand Archetypes
• Less ‘Magician’ • More ‘Creator’

9. Myths of ‘Fluffy PR’:
The Creative Myth
• The power of the ultimate mousetrap never true
• No matter how great your Creative idea
• Unless realised effectively never will be successful
• In fact there’s 4,400 patents issued by the
United States Patent and Trademark Office for
new mousetraps
• Thousands more unsuccessful applicants,
making them the "most frequently invented
device in U.S. history”
Buildabetter
mousetrap andtheworld
willbeata path to
yourdoor.
Attributed to
Ralph Waldo
Emerson

10. Myths of ‘Fluffy PR’:
It’s hard to measure
I’m passionate about Intelligent Measurement
But soon as I mention it people’s eyes roll upwards - even fall asleep
But I think it is one of the most crucial tasks we in PR need to address
It’s also critical in our quest to identify Content Channels.
I’d like to show you this brief point just to emphasise how
Intelligent Measurement is critical
amecorg.com

11. Myths of ‘Fluffy PR’:
It’s hard to measure

12. Itain’tthemeat,it’sthemotion

13. GHT UK Ltd
Seven habits of highly effective media analysts
#AMECMM

15. What does a media analyst do?

16. 1. Choose the right personality type
Myers Briggs: https://www.16personalities.com/free-personality-test
4
1
4 2
2
2
1
1

17. 2. Be more librarian

18. 3. Don’t be afraid of change

19. 4. Data quality / data comparisons

20. 5. Forget Word, learn to love Excel

21. 6. Data storytelling

22. 7. AMEC interactive planning and evaluation tool

23. 7a. AMEC interactive planning and evaluation tool

24. 7b. AMEC interactive planning and evaluation tool

25. 7c. AMEC interactive planning and evaluation tool
http://amecorg.com/amecframework/

26. GHT UK Ltd
Thank you
@stephbridgeman
stephbridgeman@gmail.com
01706 218 174 / 07907 180 900

27. Measurement-bettertripstotheFuture

28. Measurement both prospective &
retrospective…

29. No one can predict the future

31. #1.See a bigger picture

32. See a richer picture

33. Don’t wait for the Post Mortem -
do a Pre-Mortem

34. Be in the Zone

35. #2. Break it down to Baby Steps
1. Already done first step
2. Already done second step
3. Next step
4. Next step
5. And next step

36. Ready, Fire, Aim - Age of Iteration

37. But it’s paradoxical: accept the Dark
Matter

38. Use an Ingenious Hero

39. #3. You don’t have to be a Digital
Expert
Digital Competent Digital Expert
Dinosaur Digital Capable

40. 1. Better objectives provide both better future goals and
better retro yardsticks for Measurement
2. Feedback, Feedback, Feedback - Iteration now sits
alongside Measurement and Evaluation
3. Be comfortable about being uncomfortable

41. Enjoy your time travel!