This year’s AMEC Global Summit was a memorable experience for our team. It was a special gathering where we caught up with each other, met industry leaders and data professionals, exchanged insights, and stayed updated on the latest trends. Once again, the summit was a celebration of the great community our industry has. Here is more about our week at AMEC, from new learnings to proper festivities.
Raina Lazarova Elected as Next Chair of AMEC
One notable moment for us was the announcement of our Co-founder and COO, Raina Lazarova, being appointed as the Chair of AMEC. On the first day of the event, the current Chairman, Aseem Sood, took to the stage to announce and congratulate her. This appointment stands as a significant achievement and a testament to Raina’s leadership in communication measurement and evaluation. We are proud to have her guiding our industry forward. Here is what she says about her vision for the future of the organisation:
“It is a great honour to have been elected Chair of AMEC’s board of directors. As a leading industry body, we will continue to promote the benefits of communication measurement and evaluation, while delivering value to our members and the extended communication community. The advent of generative AI has meant that we are in a very interesting time for the communication sector, and AMEC recognises its role in providing both thought leadership and support to the profession in leveraging new technologies.”
Day 1 sessions highlights
There was so much going on at the AMEC Global Summit! From thought-provoking discussions to insightful presentations, here are a few key sessions that captured our attention on Day 1:
• Vassil Terziev, the Mayor of Sofia emphasised that successful individuals have a responsibility to society. Drawing on his transition from entrepreneurship to politics, he highlighted the importance of vision, clear goals, effective systems, data, and great teams in both fields, and stressed that communication is crucial to achieving success.
• UNDP Weather Kids – Global Taskforce For GOOD
The UNDP Weather Kids project aligns closely with our company values and we are proud that our COO Raina Lazarova played a key role in creating the Integrated Evaluation Framework used for this campaign as part of AMEC. The collaboration between UNDP, ICCO, and AMEC is an example of how the global comms community can truly come together to work on the climate emergency.
Here are some insights from the amazing session hosted by Johna Burke alongside speakers Dylan Lowthian from UNDP, Andras Sztaniszlav and Rob Morbin from the International Communications Consultancy Organisation.
With 45 agencies across 80 markets, this is UNDP’s biggest PR activation for a climate campaign. The campaign has appeared in over 80 countries in multiple languages, distributed to both existing and new media partners, and aired as part of news programs or weather forecasts. Media partnerships include The Weather Company, CNN, RAI, CNBC, DW, MultiChoice Group, TV Globo, Star TV, Euronews, European Broadcasting Union (EBU), TikTok, and many more.
This is just the beginning, with its long-term outcomes and impact to be measured in the coming months and years. The evaluation will consider other activations from the evolving communication plan, assess how the campaign contributes to organisational success, and refine the measurement program to inform future campaigns and communication strategies.
• Reputation GREATness
Amith Prabhu of PRAXIS and The Promise Foundation told us about the GREAT framework for reputation management with five key objectives – to gain goodwill, command respect, increase engagement, build affinity, and earn trust. Building credibility and trust are essential for organisational success, making GREAT a powerful guide for reputation building.
• The Future of Reputation Measurement
The Communications Measurement & Insights team at McDonald’s took us through a novel approach to reputation measurement that builds a company’s reputation through focus on values and integrity.
While brands focus on winning, reputation is defined by how they achieve success, emphasising the importance of impact on people and the planet. Roy Persson, Head of Corporate Reputation & PR, National Research Group, Sarah Myles, Director, Communications Measurement & Insights, McDonald’s, and Abby Scott, Manager, Communications Measurement & Insights, McDonald’s guided us through how this framework empowers communicators and impacts teams to better understand and shape initiatives, policies, and commitments that will create Reputational value for the company.
• AI, Copyright and Misinformation
The panel, moderated by our Co-founder and COO, Raina Lazarova, included Mariya Jeliazova (Cluster Communications Lead at AstraZeneca), Svetoslav Ivanov (Journalist and TV Anchor at bTV Media Group), and Kalin Dimtchev (General Manager of the Adriatic Region at Microsoft) discussing the links between AI, Copyright, and Misinformation.
The discussion underscored the importance of establishing rules for AI development. Envisioning a future where personal assistants akin to PR professionals or doctors aid in our well-being and productivity, the panel emphasised the necessity of ethical AI development progressing in tandem with technological advancements.
To ensure the ethical evolution of AI, new models must prioritise data protection and the dissemination of accurate information sourced from reliable databases. It’s imperative that the ethical considerations of AI development match the rapid pace of technological progress.
• One-Third of a PhD in Evaluation in Less Than One Hour
Attending Jim Macnamara’s session on evaluation was enlightening, as he covered the MEL framework, Theory of Change, SMART objectives, KPIs, and a new taxonomy of metrics. His speech showed special attention to the integration of planning and evaluation, advising to plan from desired impacts down to outputs, and to avoid starting with personal preferences.
The Evening Summit Gala Dinner
We were really curious about this part, and it turned out to be a fabulous celebration. The theme was all things Prom, and it was fantastic to see all the delegates transform in just a couple of hours after the last session. The prom queen was Johna Burke, who wore her original prom dress recreated!
We were happy to share our table with the Ruepoint team, our guest panelists from the session “AI, Copyright, and Misinformation” – Mariya Jeliazova and Svetoslav Ivanov – as well as the current chair of AMEC, Aseem Sood, and Amith Prabhu. Cheer to everyone!
Day 2 sessions highlights
• Data for Disruption: How Teams Can Use Data to Disrupt and Grow the Business
The early morning session led by Jonny Bentwood of Golin, acted as a robust espresso shot for the audience. He showcased the importance of approaching measurement and data discussions with confidence and swagger when engaging with clients. Key takeaways from the session highlighted how teams can leverage data to drive business growth: using data-led insights to win new business, identifying and addressing misinformation to unlock new revenue streams, and implementing outcome-based reporting to generate additional revenue.
• The Art of the Perfect Blend: How to Partner for High-Impact Product Innovation
Amrita Sidhu, Managing Director at Medianet, and Nesin Veli, Product & Service Manager at Identrics, presented us with the essential ingredients for successful partnerships akin to crafting a great cocktail. The recipe for success includes precision and efficiency incorporated through workforce optimisation and productivity enhancements. Mastering the blend involves understanding the technologies behind high-impact product innovation. Amrita presented how Medianet optimises insight reports with automated enrichments, enhancing the overall product experience. Lastly, the presentation offered a look into future innovations planned by Medianet, garnishing the partnership with forward-thinking strategies.
• In AI We Trust – Do We?
In this insightful panel discussion Julia Petryk, Co-founder of PR Army; Christina Rettig, Head of Strategic Marketing & Communication at Schott AG; and Ana Adi, Professor of Public Relations/Corporate Communication at Quadriga University of Applied Sciences, delved into the intricate relationship between trust and artificial intelligence (AI) within the realm of public relations (PR). By exploring practitioners’ perceptions and trust in AI technology, the session provided valuable insights garnered from German practitioners, MBA, and MA students. Additionally, reflections from the AI in PR book published at Quadriga University of Applied Sciences in June 2023 were compared, enriching the discussion with diverse perspectives. Ultimately, the implications for the future of PR practice and measurement were thoroughly examined, underscoring the critical role of trust and trustworthiness in navigating the evolving landscape of AI technology in PR.
• Next Gen: The Topics And Trends Motivating Their Choices And Thinking
The session provided forward-looking insights from young professionals, including our Head of Marketing and Communication, Iskren Lilov. The discussion underscored the importance of creating work environments that prioritise respect and flexibility for young professionals. Key takeaways highlighted the need for spaces where individuals feel secure in asking questions and seeking support. Additionally, providing options such as remote work, diverse tasks, and flexible hours emerged as vital strategies for fostering growth and engagement among this demographic.
Looking forward to
The AMEC Global Summit 2024 has set a high standard for the industry’s direction. With Raina Lazarova’s appointment as the Chair of AMEC, we anticipate continued innovation and leadership in communication measurement and evaluation. The summit showcased remarkable collaborations and discussions, from climate initiatives like the UNDP Weather Kids project to thought-provoking panels on AI, copyright, and misinformation. As we reflect on the rich insights gained and the connections made, we eagerly anticipate the future strides and advancements that will shape the communication industry.
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