Seven PR associations support AMEC study of communications measurement in APAC

The aim of the study is to gather baseline data on how both communication agencies and clients in the region view the importance of measuring communication effectiveness, as well as how they measure it, according to John Croll, chairman of AMEC’s new Asia-Pacific chapter, founded in November last year.

Sydney-based Croll, who is also chief executive officer of Media Monitors, said that the study, which is being conducted by Booz Allen Hamilton, will provide insights that will allow AMEC to better plan future events and initiatives aimed at its objective of improving professional standards.

“One of the key issues for us in Asia-Pacific has been the use of AVEs [advertising value equivalents].” Croll told Campaign. “Unfortunately they’re still used quite widely.” The study will ask for specifics about whether agencies use AVEs and whether they use multipliers on those AVEs, with an eye toward education on “more valid” measurements such as reach, Croll said.

“The key point is to change the discussion around this issue, from measuring clips and outputs, toward actually measuring outcomes,” Croll said.

Measurement of social media effectiveness is another area the research will address—and another major focus of AMEC’s future educational efforts.

AMEC will present results of the study at its first Asia-Pacific Summit on Measurement, slated for 29 February and March 1 in Hong Kong. AMEC will also be carrying out similar research in Europe and North America.

The regional associations asking their members to take part in the online survey are the Council of PR Firms of Hong Kong, the China International Public Relations Association, the Public Relations Consultants Association of India, the Public Relations Association of Australia, Public Relations Institute of New Zealand, FIBEP (Fédération Internationale des Bureauxs d'Extraits de Presse), and ICCO (International Communications Consultancy Organisation).