#9 Johna Burke_Women in PR with Ana Adi

Are you still using AVEs, advertising value equivalent, to report your PR success? That’s bad, really bad. There are ways in which public relations contribution to the organizational success can be assessed and that requires long term measurement and evaluation. AI and machine learning can help here with the day to day numbers, but the overall picture and the responsibility of tracking and reporting that stays with PR. Which is why critical thinking and solid research skills are the solutions. So, here it is, measurement and evaluation: our topic this week. Our guest: Johna Burke, the Global Managing Director of AMEC, the International Association for Measurement and Evaluation of Communication. An American that carries always a book in her bag, Johna choose PR because it was fun. Now, more than 25 years later, she’s often traveling to remind practitioners that fun and measurement and evaluation go together.