Public Relations Tactics

Measurement Advice From a Non-Measurement Person

November 1, 2017

A few years ago, when I was AMEC’s Chairman, the CEO Barry Leggetter and I had breakfast with a couple guys from Hotwire PR who had a cool idea. We should have something called Measurement Week and focus on education of PR professionals about the role of measurement in their work. It was so successful, it became an entire month! This year it was September.

I asked one of our staff, Yoo Mee Pontonnier, to share with us what she took away from Measurement Month this year. She runs marketing for KGRA and does not do measurement work. So, her takeaways in this column really reflect those of someone who does not live in the measurement world every day. Or, as she called it “A non-researcher’s takeaways from AMEC Measurement Month.” — David Rockland


At KGRA, I am surrounded by exceptional researchers on a daily basis. However, I am a fully right-brained individual who is as far from a researcher as you can possibly get. So when I first joined the group, I often thought to myself: “I know it’s important for our clients to prove the value of their PR efforts, but I don’t really get it and I have no clue where or how to start!” AMEC Measurement Month is a good place to start learning.

Fortunately for you, you don’t have to wait another 11 months to start on your measurement education. There are a ton of free resources available to you online (for example check out the Ketchum Blog or the Resource Centre on AMEC’s website) or better yet, find a researcher (preferably one from KGRA) and just ask them questions! To get you started, below are my top-5 data takeaways from this year’s Measurement Month.

(Click on the image below to see the full infograpic.)

Yoo Mee Pontonnier

Yoo Mee Pontonnier is the marketing manager for KGRA. She has a very diverse background including time with Estée Lauder Companies and Christie’s Wine Auction. You may reach her at yoomee.pontonnier@ketchum.com.

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