21^st century communicators are faced with ever-increasing demands of evaluating performance and reporting PR ROI. Unfortunately, many still resort to metrics widely denounced by the measurement industry as flawed. The use of such metrics, which is traditionally associated with other practices of communication such as marketing and advertising, can have profound consequences for communication professionals and in the worst case even lead to bad publicity.

With AMEC’s Integrated Evaluation Framework as the underlying basis, the workshop will seek to move beyond flawed metrics and in doing so empowering PR practitioners and communication professionals with credible and consistent approaches to evaluating and reporting the effects of public relations and, in turn, proving their worth to the organisation.