AMEC Conference - A more measured approach to PR
Source: PRWeek Ruth Wyatt, prweek.com, Friday, 21 June 2013, 12:00am, 1 Comment
Effective measurement starts with identifying goals and reasons to achieve them. It might sound easy but the reality is a lot more complicated, as Ruth Wyatt discovered at AMEC's latest summit.
有效的測量來自辨識目標和理由以實現他們。這聽起來可能很容易，但現實是複雜得多，Ruth Wyatt在AMEC的最新峰會中如此發現。
AMEC(International association for the measurement and evaluation of communication)
AMEC conference
AMEC會議
As a PR consultant I had a love/hate relationship with AVE. Everyone knows it is a lazy, notional measure of effectiveness and it is uncomfortable using something about as robust as a chocolate teapot, but many clients like what they know and they understand AVEs. And frankly they make you look good (yes, Mr Client I can confirm that I've leveraged your £15,000 PR budget into the equivalent of a £3m media spend).
身為一個公關顧問，我對AVE又愛又恨。每個人都知道它是一個倦惰，概念措施有效性測量而其使用性中看不中用，很難使用，但許多客戶喜歡這個他們所知道的，他們明白同等等值廣告。坦率地說，這讓你好看（是的，客戶先生，我可以確認，我只以利用您的 £15,000公關預算卻創造相當於花了300萬英鎊的媒體價值）。
As an in-house communications director I longed to be able to demonstrate the contribution comms made to the bottom line without having to spend aeons doing so. But one size does not fit all. Each activity had to be mapped in terms of objective and outcome, each picked apart from other influencers of behavioural change.
作為一個內部的傳播通信主導者，我渴望成為能夠證明傳播交流的貢獻效果，而不必費極長的時間去做那樣的事。但一種尺寸不適合所有。每個活動都需映射某種目標和結果，每個從其他有影響力的行為變化精選出。
Lack of alternatives
缺乏替代品
There is no magic bullet that will replace AVE at a stroke, which is partly why it persists long after being discredited.
沒有神奇的子彈，將一下子取代AVE，這是它即使無顏仍持續很長時間的部分原因。
Measuring the effectiveness of comms activities remains a painstaking process, as evidenced by many of the presentations at the fifth AMEC summit, which took place two weeks ago in Madrid.
測量傳播通信活動的有效性仍是一個艱苦的過程， 兩個星期前在馬德里舉行的AMEC第五次峰會許多演講就證明了其中。
A great deal of good work has gone into creating principles, setting standards and proselytising the importance of measurement in PR and comms, such as the Barcelona Principles, the seven key principles agreed at AMEC's summit in Barcelona in 2010 (see box, above right).
在創造原則時大量出色的工作已經消失了，設置標準和改變公關和通訊傳播測量標準的重要性，如巴塞隆納原則，七個關鍵原則在2010年巴塞羅那 AMEC的峰會被同意設置（見方框，上面右） 。
But the jargon enrobing the work in pseudo-science does it no favours.
但行話為偽科學的工作加袍確實對它毫無裨益。
On-boarding the C-suite, the operationalisation of the principles and weaponising the model are examples of the baffling idiom creating barriers to engagement with an essentially willing audience of PR professionals and clients.
登上C-級領袖層級，可操作性的原則和模型武器化是與有願意參與的公關專業人士和客戶端製造路障難解的慣例。
For the record, on-boarding the C-suite means getting senior management to buy into the idea; operationalisation is a polysyllabic take on 'put the principles into action' and the last one beats me.
As AkzoNobel corporate director of comms John McLaren so eloquently puts it: 'Piffle. When you say the C-suite you mean the sociopaths upstairs.'
為了記錄，登上C-級領袖層級意味越高級管理人員愈會用購買想法的手段，運作多音節操作化把原則付諸行動也是最後一個能驅動我。如作為阿克蘇諾貝爾公司董事通訊約翰·麥克拉倫雄辯所說的那樣：“廢話”。當你說C – 級領導層級時你的意思是反社會的高層人士。“
McLaren is part refusnik, part convert. He states that comms people are desperate to be seen as scientists when they are artists, and that you cannot underplay the importance of instinct in the job: 'Hands up anyone who used market research when you met your partner,' he says. 'Thought not. We're human.'
邁凱倫在轉變身份的當口。 他指出，通訊傳媒的人在當他們是身為藝術家卻被視為科學家實感到絕望，你不能貶低工作本能的重要性：“當你遇到了你的伙伴是運用市場研究的人你可能投降，”他說。“但思想不是。我們是人類 。“
McLaren posits that some of the best PR decisions could not possibly have come from the use of measurement metrics - they came from the gut. However, he acknowledges research has given him valuable ammunition in targeting his company's message. For instance it showed that 59 per cent of people were more likely to buy Akzo products if they knew they were made by the firm.
邁凱倫假定有些最好的公關決策不是使用測量指標 - 他們是來自本質性直覺。不過，他承認研究給了他寶貴的彈藥以目標化公司的消息。比如，研究顯示，59％的人更傾向於購買阿克蘇的產品，如果他們知道是他們公司製造的話。
There is broad acceptance of the need for robust, detailed measurement across the comms industry, although the terminally insecure will always be with us and they do not want it because they are concerned about what it might reveal.
有廣泛接受需要強大的，詳細的測量，橫跨通訊產業，雖然週期性不安全感將永遠伴隨著我們，他們不想要它，因為他們擔心它可能揭示什麼。
One of the problems with measuring stuff is that there is so much stuff to measure. It is possible to track so many kinds of customer interaction on so many levels that it is easy to drown in data.
測量東西的問題之一是，有這麼多的東西需來衡量。這麼多的水平上跟踪這麼多種類的客戶互動，很容易淹沒在數據裡是可能的。
Keep it simple
保持簡單
Speaker after speaker stressed the need for simplicity in developing measurement standards, while showing information dashboards that made your skull throb.
然而當顯示信息儀表板，使你的頭腦運動時，演說者強調需要制定簡單測量標準以揚聲。
Making sense of the information streams available must start with working out what you are trying to achieve and why you seek to achieve it, then finding a meaningful way to track it.
你正在努力實現的，讓信息流容易取得必須開始工作而顯意義，為什麼你努力來實現它，然後找到一種有意義的方式來跟踪它。
It highlights the need to set criteria for success and then the measurement system for tracking it on a case by case basis. That could lead to a lack of comparability between activities within the same discipline, within the same firm.
它強調需要設定成功標準，然後按個別情況進行跟踪測量系統。這可能會導致在同一公司同一學科內的活動之間缺乏可比性。
System overload
系統過載
Clients and agencies have developed their own measurement systems and there are a migraine-inducing number to choose from in social media evaluation alone.
客戶和機構都開發了自己的測量系統和從社會化媒體評價單獨選擇引發偏頭痛數量。
The geek shall inherit the earth, but did we expect them to inform the future of PR? Significant players, such as Ketchum CEO Rob Flaherty, believe that increasingly the PR business will be staffed by people tracking their activities across multiple platforms and channels in real time from their desktops. The danger is that we become hamstrung by numbers to the detriment of creativity.
怪客必將征服地球，但我們也期望他們告知未來的PR嗎？重大的參與者，如凱旋首席執行官羅布·弗萊厄蒂認為，越來越多的公關業務工作人員從他們的桌上電腦跨越多個平台和頻道追踪他們的活動的實際時數。危險的是，我們變得受制於數字而使創意損害而跛行。
Many believe comms cannot thrive without robust measurement. The balance between the data working for the business and the business working for the data is crucial.
許多人相信，媒體通訊不能茁壯成長，如果沒有強大的測量。為企業的數據運作和企業為數據工作之間的平衡是至關重要的。
Booz Allen Hamilton vice-president Chris Foster advocates comms people thinking, sounding and acting like business people. There is, he says, a disconnect between what senior management wants and what it needs. 'They want the soft intuition stuff, but they need quantitative measurement as well,' he observes. The way to bridge that gap is for comms people to embrace key performance indicators for business, which broadly fall into revenue, profit, investment and volume indicators; financial market measures; non-financial internal measures and competitive market metrics.
博思艾倫諮詢公司的副總裁克里斯·福斯特主張通訊傳媒的人思考，聽和做得像個商務人士。還有就是，他說，在高級管理人員之間想要的東西和需要的東西被斷開。“他們要軟性直覺的東西，但他們也仍需要定量測量，”他說。來彌補這一差距的方法是用於傳媒通訊的人擁抱關鍵績效指標業務，大致可分為收入，利潤，投資和體積指標;金融市場的措施衡量，非金融類的內部措施和有競爭力的市場指標。
Business focus
業務重心
'You have to think strategically and link comms efforts to business objectives. The problems you are presented with are rarely the ones that need addressing. You have to ask difficult questions: not just what do you want to achieve but why?' says Foster.
“你必須有戰略思考，並連結通訊科業務目標的努力。您提出的問題很少是需要標注解決的。你需要問棘手的問題：而不只是你想要達到的，但為什麼？福斯特說。
'What is the business objective? What stakeholder audience do we need to influence? What barriers exist? What comms activities best reach the audience and support the business objective? Comms needs to be highly surgical in its approach.'
“業務目標是什麼？我們需要影響利益相關者的觀眾甚麼？存在哪些障礙？傳媒通訊活動最好能達到觀眾甚麼，並支持甚麼業務目標？通訊科需要高度的手術方法達標。
Flaherty, meanwhile, has promised to spearhead a pan-industry charge to get AMEC standards adopted by the top 50 clients and 20 agencies worldwide, starting with signing up Weber Shandwick, FleishmanHillard, Burson-Marsteller and Edelman in the next six months.
弗萊厄蒂同時，已經答應把箭頭指向採取達到AMEC標準向前50名客戶和世界各地的20個機構泛行業索費，從訂閱萬博宣偉國際公關公司, FleishmanHillard，博雅和愛德曼在未來六個月開始通過。
AMEC launched a strategic partnership with ICCO and an online guide to best practice in PR evaluation in partnership with ICCO and the PRCA.
AMEC公司和ICCO推出了戰略合作夥伴關係以線上指引ICCO和PRCA合作公關評估的最佳實踐指南。
Neither of these moves offers itself as a panacea.
這些舉動本身都不是靈丹妙藥。
Flaherty acknowledges that adoption of the AMEC standards will leave room for agencies to put their own spin on the shared standards and that the guide is a move away from a definitive solution, instead offering common principles and case studies for guidance.
弗萊厄蒂承認，採用AMEC標準將為機構那些自訂共享標準者留有餘地和指南是一招遠離明確的解決方案，取代提供共同的原則和案例研究提供指引。
These moves demonstrate that things are moving in the right direction, but there is not and probably never will be a simple answer to measurement in PR.
這些舉動表明，事情正在朝著正確的方向前進，但仍不可能也不會永遠是一個簡單的公關測量答案。
THE BARCELONA PRINCIPLES
巴塞隆那的原則
1. Importance of goal setting and measurement
2. Measuring the effect on outcomes is preferred to measuring outputs
3. The effect on business results can and should be measured where possible
4. Media measurement requires quantity and quality
5. AVEs are not the value of public relations
6. Social media can and should be measured
7. Transparency and replicability are paramount
1。設定和測量目標的重要性
2。對結果測量的效果優於測量輸出
3。經營業績的結果可以而且應該在可能的情況下進行測量
4。介質的測量要求數量和質量
5。共同廣告等值不是公共關係的價值
6。社會化媒體可以而且應該被測量
7。透明度和可複製性是最重要的
PRIORITIES
優先事項
Priorities for AMEC for the coming year as voted on by delegates at the fifth summit
AMEC優先事項為在第五次峰會代表為來年的投票
1. Develop a global education programme
2. Provide guidelines that convey measurement concepts
3. The effect on business results can and should be measured where possible
4. Adopt recommendations by the Coalition for Public Relations Research Standards
1。建立一個全球性的教育計劃
2。為傳達測量概念 提供指引
3。經營業績的影響可以而且應該在可能的情況下進行測量
4。公共關係研究標準，採取聯盟的建議
PROMISES
承諾
AMEC chairman David Rockland sums up the promises made at this year's summit
AMEC公司董事長大衛·羅克蘭總結了在今年的峰會上作出的承諾
- Accept the need for urgency and act on it
- 接受迫切性，並採取行動
- Address PR people's need for simplicity vs the complexity that exists in measurement systems
- 簡單標示公關人員需求與測量系統中存在的複雜性
- Improve education
- 提高教育
- Put the Barcelona Principles into action
- 將巴塞羅那的原則付諸行動
- Address the need to turn principles into standards
- 標示需求並要把原則納入標準
- Form a technical standards committee to validate and recommend standards for adoption by AMEC members
- 形成技術標準委員會驗證，並由AMEC成員建議採取通過的標準
- Increase co-operation and collaboration between Federation Internationale des Bureaux d'Extraits de Presse and AMEC
- 增加國際提取物辦事處新聞聯合會法新社和AMEC之間的合作和協作
- Create an NGO chapter within AMEC
-和 AMEC創建一個非政府組織內章節
NEW INITIATIVES
新舉措
- AMEC, ICCO and the PRCA unveiled The PR Professional's Definitive Guide to Measurement, designed to be the definitive guide to public relations evaluation, after four months of development.
- AMEC，國際可可組織和PRCA推出公關專業的權威指南，測量，設計，經過為期 4個月的發展以明確的指導公共關係評價。
- AMEC announced a strategic partnership with ICCO and the PRCA to collaborate on education initiatives and other events with ICCO members, in order to promote the benefits of measurement in PR practice. The ICCO membership comprises national trade associations in 28 countries, and the PRCA represents the UK public relations industry.
- AMEC宣布 了與 ICCO和 PRCA 的戰略夥伴關係，與國際可可組織成員合作的教育活動和其他活動，以促進推展公關實踐中測量的好處。國際可可組織成員包括在28個國家和地區的國家貿易協會，PRCA 相當於英國公關行業。
- Ketchum CEO Rob Flaherty promised to sign up the top five global PR agencies to spearhead an initiative to gain a formal commitment from the top 50 clients and the top 20 agencies to adopt AMEC measurement standards.
- 凱旋首席執行官羅布·弗萊厄蒂承諾，簽署了全球前五大公關公司領導主動從排名前50位客戶端和前20個機構獲得一個正式的承諾，採用AMEC測量標準。
- AMEC launched a global education initiative to spread the word about the importance of measurement and train more PR practitioners in measurement standards.
- AMEC 推出的一個全球性的教育倡議發展測量的重要性的話語和培養更多測量標準的公關人員。
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