Advancing communications measurement and evaluation

Q & A With Angie Jeffrey, New AMEC Co-Chair For North America

Angela Jeffrey

Johna BurkeThe International Association for the Measurement and Evaluation of Communication (AMEC) has appointed Salience Insight’s U.S. Strategy Director Angie Jeffrey as one of the new Co-Chairs of its expanding North American Chapter. This honor is further peer recognition of Angie’s expertise and advocacy of measurement. Johna Burke, Executive Vice President with BurrellesLuce, is the other newly-appointed Co-Chair. Angie and Johna take up their volunteer positions with immediate effect and will work with other Chapter Members to develop plans for 2015. (That’s Johna Burke to the right.)

Angie commented: “AMEC has become ‘the’ premier measurement educator for PR professionals. Johna and I will continue to make education of the PR community a priority. To facilitate their education mission, AMEC offers its accessible online AMEC College and the International Measurement Summit and Measurement Week, among other easy-to-use resources. We will be making full use of these to build on AMEC’s progress.”

TMS: Congrats on this honor and opportunity. Can you describe for us the work and mission of AMEC’s North American Chapter?

Angela Jeffrey: The mission of the North American Chapter mirrors those of other AMEC Chapters around the world and the organization as a whole. AMEC is the global trade body and professional institute for agencies and practitioners who provide media evaluation and communication research. It has more than 120 members in 41 countries worldwide, with chapters in Europe and Asia Pacific in addition to North America. Its mission is to define and develop the industry on an international scale, resulting in new global standards for the benefit of the communications sector. AMEC’s work focuses on providing a forum for information, knowledge sharing, and best practice. It provides a number of key business benefits to its members, who are bound by a Code of Practice to maintain the highest standards of professionalism.

TMS: What is your role as one of the newly-appointed Co-Chairs of the Chapter?

AG: Johna and I have quite an ambitious list of projects. Here goes:

  • Do strategic planning for the year’s events in North America,
  • Recruit new members to the organization,
  • Organize Chapter meetings and major events,
  • Initiate a new thought leadership piece driven by member thinking,
  • Write and speak on PR measurement including the Barcelona Principles, the AMEC Valid Metrics Framework and other emerging methodologies, and, hopefully,
  • Move measurement education forward in a major way throughout the region.

TMS: A primary AMEC focus is on educating the public relations community. Can you outline your plans in this area for 2015?

AG: Johna and I are just now putting our heads together, but suffice it to say we hope to:

  • Execute AMEC education events in a number of U.S. locations in 2015 (as opposed to being so New York focused),
  • Promote strong attendance at the Annual Measurement Summit (this year in Stockholm in June),
  • Organize a blow-out event for Measurement Week in September of 2015 with another major PR association,
  • Do ongoing speaking and writing to encourage AMEC members and non-members to make use of the many AMEC educational resources on its website.

TMS: Next year will be five years since the adoption of the Barcelona Principles. Looking back, what lessons has the media measurement industry learned?

AG: We’ve learned that the understanding and adoption of new measurement thinking takes a very long time to filter down through the industry. While many organizations have found the Principles to be of great use, others have been less enthusiastic. And I’ll add the AMEC Valid Metrics Framework into this discussion. Some of the best thinkers in the measurement industry put together these very valuable templates of metrics. They have been received with great interest by practitioners, but have not seen as much actual use as hoped. I think we are learning that the need for simplicity in educational materials can’t be stressed enough. A new e-book on the Valid Metrics Framework for Social Media has been created that meets this need.
TMS: What major initiatives can we expect to see in the next five years?

My predictions for AMEC? OK. In my crystal ball I see:

  • AMEC Chapters in all major regions of the world,
  • Continued industry-leading measurement methods,
  • Simplification of all materials so everyone can easily learn to measure their work according to industry standards,
  • Strong leadership on the integration of media types (Paid, Owned, Earned, Shared), and
  • More events.

TMS: Thank you Angie, and congrats!


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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