Advancing communications measurement and evaluation

AMEC 2014 Summit Review: From Barcelona Principles to Couples Therapy


Dave Senay, CEO of FleishmanHillard, makes a point.

by Barry Leggetter, AMEC CEO—Dave Senay, global CEO of FleishmanHillard, was one of three global PR leaders to take part in the key segment on PR and the measurement industry at the AMEC International Summit on Measurement 2014 in Amsterdam. Joining him in the Measurement and PR session were Kevin Murray, Chairman, the Good Relations Group and Matt Neale, President, International, GolinHarris.

“Use the Barcelona Principles!”

Senay urged PR firms to pro-actively use the Barcelona Principles in their work in and with clients: “The Barcelona Principles represents a significant undertaking by this community over a period of three years. My question to everyone here in the room is how often do we refer to it when we are developing metrics and refer to it in conversations with our clients to propose new measurement work?”

Senay said that irrespective of any firm’s individual proprietary offering, the Barcelona Principles represented an industry-wide adopted standard which needed to be constantly reaffirmed with clients.

In addition, Kevin Murray said: “Great communication is mission-critical in today’s radically transparent, hyper-fast world. Measuring the effectiveness of communication is absolutely vital to the future success of clients and agencies alike. I came away from the Summit really impressed with the steps the measurement industry is taking to further improve the value of its work.”

Matt Neale added: “I was impressed by the turnout and the professionalism of the AMEC Summit. It is a great organisation which seems to be going from strength to strength.”

New AMEC Social Media Measurement Initiative

A new initiative, developed by AMEC’s Social Media Measurement Committee to measure the impact of social media, was announced at the Summit. It offers practical tools and a consistent, meaningful approach for measuring social media that can be applied in any organisation, regardless of size. By providing a clear link from the planning stage, to setting objectives, to measuring results, the framework and user guide provide straightforward advice to ensure social media measurement success.

The framework’s ability to work across the communications discipline regardless of type and objectives has resulted in industry-wide support. The framework and user guide are available for download as a pdf, on an interactive microsite at, and are accompanied by a video with a real case study to bring it to life.


Giselle Bodie, CEO of Salience Insight, during the therapy session.

Couple's Therapy

In a packed two-day programme, a lighter session with a serious point was the workshop, “The stormy marriage of PR consultancies and measurement providers – a couple’s therapy.” Giselle Bodie, Chief Executive of Salience Insight, role-played the “partner” at a fast-expanding media intelligence company. David Rockland, Ketchum Partner and AMEC Chair, played the part of the “hard-charging senior manager” from a global PR consultancy. The aim of the workshop was to identify the pressure points between media intelligence and PR firms and discover how to work more effectively.


Barry-LeggetterBarry Leggetter 
is CEO of the Association for Measurement and Evaluation of Communication (AMEC). He has been responsible for  initiatives which have turned AMEC into an international body, enjoying rapid growth with members in over 40 countries. He previously spent 25 years in PR consultancy and was UK Managing Director for three major public relations networks, Porter Novelli, Fleishman-Hillard, and Golin/Harris, climaxing his PR career as international Chairman of Bite Communications.



Bill Paarlberg
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Bill Paarlberg

Bill Paarlberg co-founded The Measurement Standard in 2002 and was its editor until July 2017. He also edits The Measurement Advisor newsletter. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
Bill Paarlberg
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