From AMEC to PR360. My way of building effective communication

WHAT IS AMEC?

The International Association for Measurement and Evaluation of Communication is a global trade association headquartered in the UK. It conducts social and traditional media measurement, communication assessment, and communication research.

HOW I GOT HERE

After trying out numerous tools, I chose AMEC. However, it did not work that well in Ukrainian realities. Also, I did not want to do it ‘in some cloud’. And finally, the British colleagues’ model lacked certain blocks for me. Based on international experience, I added the missing things and got the PR360 model, which has the AMEC principles at its core but takes into account the Ukrainian realities and business needs.

WHEN DO YOU NEED PR360 AS A CEO/OWNER?

• Your press service spends money on communication that fails to deliver.
• The communication of your press service has no impact on the business stakeholders.
• Your business loses added value due to the lack of systemic and clear communication.

WHEN DO YOU NEED PR360 AS A PRD?

• Your managers make a habit of saying ‘I guess’.
• The results of your communication are unorganised and not digitised.
• You do not know the weak spots in your communication activities.

WHEN DO YOU NEED PR360 AS A PR MANAGER?

• Your communication is chaotic.
• Your communication lacks the knowledge and understanding of your target audiences.
• Your communication activities are not in line with your business goal.

AS A RESULT OF AN EXTENSIVE ANALYSIS USING MY MODEL, 30–40% OF COMMUNICATION ACTIVITIES WERE CANCELLED, MAINLY FOR THE FOLLOWING REASONS:

• We did not get an answer to the question: ‘Why are these communications necessary?’
• Internal customers did not state their business goals.
• The communication objective was not defined.
• Influencing the target audiences through communication was impossible.
• Activities in mass media cost way more than the final goal’s cost estimate.

In addition, the adapted model provides precise tools for measuring the cost of every communication, which helped me reduce total expenses by 15–35% over time. Later, after a communication audit conducted by our British colleagues, my model was the one recommended for implementation across all of SCM’s businesses.

PR can be used to exert influence. This influence can and should be measured. If any of the issues in this article are familiar to you, PR360 might be just what you need. Get in touch, and I will help you make your communication more effective and measurable.