Measure Up
Demonstrating Value with
PR Measurement and Evaluation

The plain fact is that public relations builds and sustains the relationships organisations need to earn and keep their licence to operate. It strengthens reputation, builds resilience, supports trust and contributes directly to organisational success. Poor measurement - or no measurement at all - has helped perpetuate the view of public relations and communication as a support service rather than a strategic necessity.

You will learn what to measure, how to measure it and how to evaluate and report the outcomes, demonstrating the value you deliver. We will explore research, relationship and reputation measurement, stakeholder insight, meaningful outcome setting and evaluation, looking at value creation inside and outside the organisation. You will leave with practical frameworks and approaches you can use straight away.

We will also look at how AI is changing what is possible. Today's tools give us vastly improved ways to gather evidence, identify patterns, interpret change and understand relationships, reputation, engagement and trust. But new measures bring new dangers. GEO, AIO and AI visibility have entered the reporting conversation, creating fresh pressure to measure what can be counted rather than what actually matters.

We will explore that double-edged sword, including the AMEC GEO Principles, and consider how to use AI carefully and ethically without allowing visibility to masquerade as value.

If measurement and evaluation have been a struggle, this is your opportunity to put them right. Stop apologising for the work you do and start demonstrating the critical value of public relations and communication in building strong organisations, resilient communities and better futures.