On June 1st 2024, Raina began her two-year term as Chair of the AMEC Board of Directors, bringing a fresh perspective and ambitious goals to the organisation. In this interview, we explore her vision for AMEC, the challenges facing the industry, and her plans to uphold and advance high standards in communication measurement.
Raina, once again congratulations on your new role as Chair of the AMEC Board! Can you tell us more about AMEC’s mission?
Raina: It is an honor for me to have the opportunity to represent AMEC and its community of members over the next two years, and I am very much looking forward to it.
AMEC’s mission is to uphold high professional standards as the leading business community for PR and communications globally. It is also to create a better understanding of the benefits of communication measurement and evaluation, and its importance for organisational success. We also aim to be the collective voice of the communications profession for the use of data and content. But most importantly, it is our mission to deliver value to our AMEC members by providing access to learning and business opportunities, resources, and networking.
What is your vision for AMEC's future?
Raina: My vision as AMEC Chair is to strengthen AMEC’s position as a leading industry body and to enhance the overall understanding of communication measurement. We aim to grow our membership and reinforce our presence in the communication world. Supporting Johna Burke, our General Managing Director, is also a key part of my role. Johna has done outstanding work with industry partners, event organisers, leaders, and academics to strengthen AMEC’s role over the years.
What will be your primary focus as AMEC Chair for the next two years?
Raina: My primary focus will be on promoting the benefits of communication measurement and ensuring our members are equipped to meet industry standards. AMEC plays a crucial role in establishing benchmarks and providing guidance on significant challenges, such as the impact of AI on our industry . We will work to understand and leverage AI’s potential while addressing associated ethical concerns and data integrity issues.
How do you see the role of media analysis evolving?
Raina: The role of media analysis is expanding beyond traditional communication measurement and PR to include critical functions like identifying disinformation and propaganda. It’s essential to support clients and the industry in using media analysis effectively to combat misinformation. Media analysis is also crucial for developing business strategies, particularly in sustainability, DEI, and competitive analysis. It helps organisations understand audience reactions, stay informed about competitors, and remain aware of global developments, ultimately informing decision-making and enhancing internal and external communications.
What initiatives and opportunities is AMEC working on, and what upcoming events should members be aware of?
Raina: Following our successful Global Summit in Sofia in May, we are now developing a program planning structure to guide our chapters and special interest groups. We have exciting opportunities to showcase our members’ work this autumn and are implementing governance changes to strengthen AMEC. We are also focused on fostering a strong sense of community and collaboration within the organisation and with industry partners.
Additionally, we have more initiatives and opportunities coming up after the summer holidays. More details will be shared in due course.
In the meantime, I encourage everyone to prepare their best measurement entries for the AMEC Communication Effectiveness Awards. The final deadline is July 22. The award ceremony will be held in London on November 7, and I hope to see you all there.
Enjoy the summer, and I hope you have a fantastic time with friends and family!
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