• Member Login
  • Contact
  • Resources

Lost your password?

  • English English English en
  • العربية العربية Arabic ar
  • Indonesia Indonesia Indonesian id
  • Melayu Melayu Malay ms
  • Български Български Bulgarian bg
  • hrvatski hrvatski Croatian hr
  • Čeština Čeština Czech cs
  • Dansk Dansk Danish da
  • Suomi Suomi Finnish fi
  • Français Français French fr
  • Deutsch Deutsch German de
  • Ελληνικά Ελληνικά Greek el
  • हिन्दी हिन्दी Hindi hi
  • Italiano Italiano Italian it
  • 简体中文 简体中文 Chinese (Simplified) zh-hans
  • Norsk bokmål Norsk bokmål Norwegian Bokmål no
  • Română Română Romanian ro
  • Русский Русский Russian ru
  • српски српски Serbian sr
  • Slovenčina Slovenčina Slovak sk
  • Slovenščina Slovenščina Slovenian sl
  • Español Español Spanish es
  • Svenska Svenska Swedish sv
  • Tagalog Filipino Tagalog Filipino Tagalog Filipino tgl
  • Tamil Tamil Tamil ta
  • ไทย ไทย Thai th
  • Türkçe Türkçe Turkish tr
  • اردو اردو Urdu ur
  • Tiếng Việt Tiếng Việt Vietnamese vi
  • 日本語 日本語 Japanese ja
AMEC

International association for the measurement and evaluation of communication

  • Education
    • AMEC Online College
      • AMEC Training Opportunities
      • AMEC Academic Scholarship 2023
      • AMEC Foundation in Measurement & Evaluation
        • FAQ’s – AMEC Foundation Course
      • AMEC Certificate in Measurement & Evaluation
        • AMEC Certificate 2023 Alumni
        • FAQs – AMEC Certificate Course
        • Student Testimonials
        • AMEC IEF Tutorial Course
        • Diploma – Coming 2024
      • AMEC Academic Advisory Group
  • Resources
    • Barcelona Principles 3.0
    • Integrated Evaluation Framework (IEF)
      • AMEC IEF Tutorial
    • 2023 AMEC Agency White Paper
    • AMEC Planning Resources
    • Measurement Methodology
    • 2023 AMEC APAC Market Insights Paper
    • Videos
    • AMEC Measurement Month
    • Case Studies
    • Find a Speaker
  • Events
    • Events Calendar
      • Upcoming Events
    • Measurement Month
      • 2023 Events
      • 2022 Events
      • All Events
    • Summits
      • All Summits
      • 2023 Regional Summit – Jakarta
      • 2024 Global Summit – Sofia
      • 2023 Global Summit – Miami
      • 2022 Global Summit – Vienna
      • 2021 Global Summit – Virtual
      • 2020 Global Summit – Virtual
      • 2019 Global Summit – Prague
      • 2018 Global Summit – Barcelona
      • 2017 Global Summit – Bangkok
    • AMEC Communication Effectiveness Awards
      • 2023 Awards
      • 2022 Awards Winners
      • 2022 Awards
      • 2021 Awards Winners
      • 2021 Awards
      • Past Award Winners
      • Don Bartholomew Award Winners
  • About
    • Who We Are
      • About AMEC
      • AMEC Board of Directors
      • AMEC Special Interest Groups
      • Partners & Alliances
    • Chapters
      • Asia Pacific Chapter
      • European Chapter
      • Latin America Chapter
      • Middle East and Africa Chapter
      • North American Chapter
  • Insights
  • Membership
    • Join AMEC
      • AMEC Special Interest Groups
      • AMEC Global Chapters
      • Membership Categories
    • Membership Directory
      • See all Members
    • AMEC Board Elections
      • AMEC Elections 2024
      • AMEC Elections 2023 Results
      • AMEC AGM 2022
      • AMEC Elections 2022 Results
      • AMEC AGM 2021
      • AMEC Elections 2021 Results
      • AMEC AGM 2020
      • AMEC Elections 2020 Results
      • AMEC Elections 2019 Results
    • Exclusive for Members
      • AMEC General Webinars (members only on-demand)
      • AMEC NFP SIG “Ask the Experts” Series
      • All Measurement Month Events
      • AMEC Agency Toolkit Series
      • AMEC North America Chapter “Ask the Experts” Series
      • AMEC European Chapter – Hints and Tips
      • AMEC Global Membership Survey
  • Resources
  • Menu Menu

Evaluating the Cost of Disinformation vs €24 million ROI

You are here: Home » AMEC Event » AMEC Global Summit » Evaluating the Cost of Disinformation vs €24 million ROI

Evaluating the Cost of Disinformation vs €24 million ROI

20th July 2020/in AMEC Event, AMEC Global Summit Jim Macnamara, Katy Branson/by Julie Wilkinson

AMEC Virtual Summit Presented by Prof. Jim Macnamara

Illustrated by two of his recent research studies, esteemed Professor Jim Macnamara explained the organisational, political and societal value of evaluating the impact of communications.

The first study into disinformation informed his new book ‘Beyond Post-Communication– challenging disinformation, deception and manipulation’, which launched to coincide with the Summit. It recognised that we are living through a time of great disruption in global society – not only because of the pandemic, but also because of a heightened proliferation of disinformation or ‘post communication’, a term describing not only to intentional distribution of false information but also information designed for deception and manipulation.

Macnamara challenges the communications industry at large to think about the ethical decisions it makes on a daily basis, and use new and emerging technologies to create solutions rather than to add fuel to a fire.

Through analysis of more than 100 case studies and a series of in-depth interviews with senior leaders in journalism, public relations, advertising, corporate and political communications across several countries, he found disinformation and post communication escalated by new technologies.

From garnering public support for war and protecting the reputation of high-profile individuals with criminal pasts, to ‘churnalism’ and the blurring line of impartiality in ‘native’ advertising and ‘merged media’, the communications industry is undoubtedly complicit in the collapse of public trust.

Armed with this insight into the wider impact of communications, do we need to take a different approach to the part our industry is – and could be – playing?

The second study presented a more positive, yet powerful, real-life example of what happens when insight and recommendations from communications evaluation are fed forward into planning and action.

This two-year evaluation initiative for a major multinational corporation began by evaluating existing communication across all stakeholder groups… and ended with a €24 million return on investment (ROI). It demonstrates the value of gaining insight from stakeholders through a range of technologies and tools to inform strategies that, in this example, increase customer and employee satisfaction, reduce recruitment and training costs, and increase productivity.

With technology we can achieve 20:20 foresight. It enables us to accurately gather valuable insight on the impact of communications for informing future strategy, far above and beyond quantifying outputs and actions. Yet, as the frequency of disinformation originating in the communications industry raises concern, it also has a purpose in heightening awareness and a collaborative focus on ethics, standards and purpose.

The question to the industry is, which ROI do you want: disinformation, deception and manipulation or insights driven effective communication? In other words, are we contributing to a crisis or creating solutions?

Tags: AMEC Virtual Summit, disinformation, evaluation, ROI, Session E
Share this entry
  • Share on Facebook
  • Share on X
  • Share on LinkedIn
  • Share by Mail
https://amec.blazedev.co.uk/wp-content/uploads/2020/07/Jim-Macnamara.jpg 400 800 Julie Wilkinson https://amec.blazedev.co.uk/wp-content/uploads/2021/01/AMEC-25.png Julie Wilkinson2020-07-20 10:22:502020-07-20 10:23:03Evaluating the Cost of Disinformation vs €24 million ROI

News and Spotlights

#AMECMM

Embracing the transformative power of AI

1st November 2023

AMEC Member Article

AMEC Innovation Hub Series: Using Generative AI in Measurement & Analytics: Pitfalls & Opportunities

7th September 2023

See more News Stories
View Measurement Month Events
Visit the AMEC Resource Centre
Amec News

Keep up to date with the latest news and trends



By clicking Submit, you have read and agreed to receive emails from AMEC. You can find more in our Privacy Policy.

Connect with AMEC

Quick Resources

  • M3- Measurement Maturity Mapper
  • Integrated Evaluation Framework
  • PR’s Guide to Measurement
  • Events Calendar
  • Measurement Month
  • Speakers Bureau
  • Resources

Member Areas

  • AMEC Global Membership Survey
  • Membership Directory
  • Exclusive for Members
  • Privacy Policy Terms and Conditions
  • Sitemap
  • Resources
Copyright © 2025 AMEC. All Rights Reserved. All Trademarks Acknowledged. - Website by Blaze Concepts
New Horizon: Data helps daters in 2020Virtual-Summit-2020-AnnouncementVirtual Summit 2020 AnnouncementProgress Made and Lessons Learned: Modernizing, Evolving and Learning in Changing...
Scroll to top

This site uses cookies. By continuing to browse the site, you are agreeing to our use of cookies including non-essential cookies.

Accept settingsView our Privacy Policy

Cookie and Privacy Settings



How we use cookies

We may request cookies to be set on your device. We use cookies to let us know when you visit our websites, how you interact with us, to enrich your user experience, and to customize your relationship with our website.

Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.

Essential Website Cookies

These cookies are strictly necessary to provide you with services available through our website and to use some of its features.

Because these cookies are strictly necessary to deliver the website, refuseing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.

We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.

We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.

Google Analytics Cookies

These cookies collect information that is used either in aggregate form to help us understand how our website is being used or how effective our marketing campaigns are, or to help us customize our website and application for you in order to enhance your experience.

If you do not want that we track your visist to our site you can disable tracking in your browser here:

Other external services

We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.

Google Webfont Settings:

Google Map Settings:

Google reCaptcha Settings:

Vimeo and Youtube video embeds:

Privacy Policy

You can read about our cookies and privacy settings in detail on our Privacy Policy Page.

Privacy Policy Terms and Conditions
Accept settingsHide notification only
This is a Development or Staging site for AMEC by Blaze Concepts!
This site is registered on wpml.org as a development site. Switch to a production site key to remove this banner.