Leading public relations
firm, CMC Connect Burson Marsteller in partnership with Ornico, a brand intelligence
research company in South Africa, has concluded plans to
hold a workshop on measurement and evaluation of communication to further
enlighten communications experts on how public relations adds value to overall
success of businesses, reports ITRealms.
The workshop themed ‘Can You Measure Up?’ is the first ever gathering
endorsed by the International Association for the Measurement & Evaluation
of Communication (AMEC) for communications and PR professionals, focusing on
measurement and evaluation in the industry.
The thought-leadership
initiative put together by the PR firm is scheduled to hold on Tuesday 27th
September, 2016 at The Bridge House, 77, Oduduwa Crescent, GRA Ikeja, Lagos. It will be facilitated by Francois Van Dyk
– Head, Operations, Ornico, while Mr. Niyi Yusuf, Country Managing Director,
Accenture Nigeria, will be the Keynote Speaker. It will also feature a special
video presentation from the AMEC CEO, Barry Leggetter.
According to a statement
signed by the Chief Executive Officer, CMC Connect Burson Marsteller, Mr. Yomi
Badejo-Okusanya, a key challenge in the public relations industry has been how
to determine its value and contribution to the bottom-line, as practitioners
more than ever before need to justify their budgets in the face of dwindling
resources.
The workshop is designed
to equip PR practitioners and clients with the latest techniques in public relations measurement
and evaluation. It also organised to mark September, as the Global
International Measurement & Evaluation (M&E) month, in line with AMEC’s
declaration.
In 2010, AMEC the world’s
largest professional body for communications research, media intelligence and
insights, unveiled a framework known as the Barcelona Principle, the first
international framework for measuring communications performance. It was
further upgraded to Barcelona 2.0 in 2015. The body is the first point of call
for communications and PR professionals to get expert knowledge and advice.
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