The Thoughtful Thud Revisited

As simple and as important as language?

Could it be that one of the reasons why communications research and measurement sometimes struggles to be regarded as important as other disciplines is that our language is wrong? Or if not wrong, not on the same wavelength as the client community we seek to engage?

Measurement. Evaluation. Hardly words that accurately reflect the importance of their meaning to communications professionals.  

But if we change this to analytics you are also using a word which the C-Suite is already familiar with because it is the language of the Balanced Score Card. Most senior managers would also instantly understand what analytics” means because they are integrated into other marketing functions.

I would welcome views from others.

PRWeek ban AVES from Award Scheme entries

When the Barcelona Principles framework was established last year, it was a big – but first – step forward in educating the PR community of the importance of programme measurement.

A positive further step forward comes with PRWeek very publicly banning the use of AVEs as a method of programme measurement in its 2011 PRWeek UK Awards.

AMEC has been campaigning against the use of AVE measurement since the adoption of the Barcelona Principles framework in Spain last summer.

Now AMEC is asking its members throughout the world to now lobby other event organisers to copy the PRWeek AVE ruling.