The World Public Relations Forum (WPRF), organized by Dircom and the Global Alliance in Madrid from the 21st to the 23rdof September, will have a session on the 22nd of September dedicated to the importance of measurement as the base of corporate communication strategies.
This session will be conducted by David Rockland, Chairman of the International Association for the measurement and evaluation of communication, AMEC, who says he’s still surprised “of the incapability that still nowadays some of the communication professionals have when expressing clearly the evaluable objectives of their work”. This reality, together with the increasing integration of marketing and communication channels and disciplines, make measurement “an even more critical challenge”.
Also on the panel will be Sergi Guillot, CEO of Acceso and AMEC Director, for whom the first step in any strategy goes through listening: “In the new communications scenario it will be key to identify new sources, influential people and similar communities, where and when they communicate and their preferences, so we can then pose strategies that don’t go through message “emission”, but through active participation in “conversations”. According to Guillot, we must assume that “everything is connected, so it’s key to listen and later on discriminate and analyze what’s relevant”.
The parallel session on measurement will be a part of a plenary one dedicated to transforming communication where, from a reputation point of view, corporate social responsibility and relationship between agency and client, the analysis will be on how the changes that are happening on a social, economic and digital level are affecting the strategies in business organizations.