AMEC Measurement Month brought together a wide range of conversations on how communications teams are modernising their measurement practice. Across panels, case studies, and workshops, the message was consistent: impact needs to be clearer, more connected, and more accountable.
Here are the key takeaways from the sessions we followed most closely.
Takeaways from the State of PR Measurement
In this webinar, Sarah Myles (McDonald’s), Nicola Leske (DHL), Laju Obasaju, JD, MBA (Comcast), and Raina Lazarova (Muck Rack) unpacked findings from the 2025 State of PR Measurement report, showing how AI, integrated frameworks, and insight-driven reporting are reshaping expectations.
Measurement is now non-negotiable: 81% of PR pros actively measure their work, and 82% say it’s important and yet many still struggle to tie results back to business goals. Despite widespread adoption, more than half cite linking PR metrics to broader KPIs as a top challenge, highlighting a gap between routine reporting and demonstrating true impact.
Watch the full webinar: https://muckrack.com/webinars/takeaways-state-of-pr-measurment-2025
From Inputs to Outcomes: Proving the Impact of Strategic Communications
Our Head of Insight Consultancy, Susan Ryan joined a workshop led by Martina Byrne PhD, FPRII, exploring how comms professionals can move beyond vanity metrics and build a stronger culture of evaluation. Susan presented the University of Limerick case study, walking through how Ruepoint helped embed ethical, outcome-driven measurement that led to recognition at the AMEC Awards.
The University of Limerick case study showed how a structured, evidence-led approach can help organisations navigate reputational challenges with clarity and control. When teams ground decisions in long-term analysis, stakeholder insight and integrated reporting, they can protect priority outcomes, strengthen trust and guide recovery more effectively.
AI in Communications Measurement
AI is changing how communications teams measure visibility and impact. During this AMEC Measurement Month webinar, Sara Lloyd (Pan Macmillan),Andrew Bruce Smith (PRCA), Iskren Lilov (Muck Rack), and John Gaylor shared what they are seeing across teams, tools and workflows.
Technology only works when people know how to use it. The organizations making the most progress are building a culture where AI is part of everyday work. That means clear top-down guidance on principles and governance, combined with bottom-up experimentation that gives teams room to test ideas, share what works and learn from each other. This mix helps turn AI from a one-off initiative into a consistent practice.
Watch the webinar here: https://muckrack.com/webinars/ai-in-communications-measurement-2025
From Outputs to Outcomes: Measuring What Matters
This conversation underscored a simple truth: effective measurement begins at the planning stage, not the reporting stage. It’s not about how much activity we produce, but about the behaviours we shift, the perceptions we shape, and the value we create for the organisation. The shift away from activity-based metrics is well underway. Impressions, posts, and clips show output, not impact — and the industry is increasingly aligned on that distinction.
Thanks to the speakers who shaped this discussion: Iskren Lilov (Muck Rack / AMEC), Amber Daugherty (Big Valley Marketing), Chris Wangalwa (Africa Strategic Communication Hub (ASCH)), Adaoha Njemanze (NOVVA Media & Communications), Adedoyin Jaiyesimi (The Comms Avenue), and David Akinfenwa (Selar).
What AMEC Measurement Month Made Clear
This year’s sessions showed a discipline shifting firmly toward outcome-focused, insight-driven practice. AI, integrated frameworks, and stronger evaluation culture all point to the same direction: clearer evidence and clearer decisions.
We are glad to contribute once again to AMEC Measurement Month, a key initiative for advancing measurement standards and reinforcing the importance of outcome-driven practice.
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