Four steps to start preparing integrated measurement to transform your organization

Many organizations are now trying to get used with the new restrictions imposed by COVID-19 or even try to transform themselves for the new normal. As part of the transformation process, the measurement matrix becomes one of the most important elements that also needs to be transformed. Read more about the transformation here.

To start preparing your organization for the integrated measurement matric, there are a few elements that need to be prepared. AMEC, through its recent AMEC Global Summit 2020, introduced Barcelona Principles 3.0, a set of seven voluntary guidelines to measure the efficiency of Communications campaign, with key highlights as follows: Read More

The global communications measurement matrix is here, are you ready to adopt it?

Any discussion about communications measurement has necessarily been heated affairs because AVEs and PR Value have been adopted as the default global measurement standard for years.

This was a curious phenomenon because it’s a metric that doesn’t even make sense in the first place. AVEs arose because PR professionals wanted to be able to demonstrate success of their work and the only way they knew how was to quantify the output of what they do – media clips. Read More

Should Brands Bother with Purpose in the “Cancel Culture” Era?

This is part of Maverick’s new Purpose-driven Communications series

By Marsha Imaniara, Manager, specializes in Crisis & Issues Management, Purpose and CSV

Only one year ago, Harry Potter author JK Rowling was still the hero of many millennials. Now, the once beloved storyteller has joined tens of other public figures, brands, and even your average Janes and Joes who got “cancelled” in recent years.

The phenomenon, known as “cancel culture”, usually takes place on social media, where a throng of netizens combines efforts to withdraw support for those who have said or done something deemed as offensive. In many cases, these cancellations amount to piling shame on the perpetrators, boycotting their products or services, and may even lead to the firing of the individuals involved.  

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