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CMC Connect Marks PR Measurement, Evaluation Month


Afolabi Idowu

A public relations firm, CMC Connect Burson Marsteller, in partnership with Ornico, a brand intelligence research company in South Africa, is set to hold a workshop on measurement and evaluation of communication to further enlighten communications experts on how public relations adds value to overall success of businesses.

The workshop themed ‘Can You Measure Up?’ is the first ever gathering endorsed by the International Association for the Measurement & Evaluation of Communication (AMEC) for communications and PR professionals, focusing on measurement and evaluation in the industry.

The thought-leadership initiative put together by the PR firm is scheduled to hold on Tuesday 27th September, 2016 at The Bridge House, 77, Oduduwa Crescent, GRA Ikeja, Lagos. It will be facilitated by Francois Van Dyk – Head, Operations, Ornico, while Mr. Niyi Yusuf, Country Managing Director, Accenture Nigeria, will be the Keynote Speaker. It will also feature a special video presentation from the AMEC CEO, Barry Leggetter.

According to a statement signed by the Chief Executive Officer, CMC Connect Burson Marsteller, Mr. Yomi Badejo-Okusanya, a key challenge in the public relations industry has been how to determine its value and contribution to the bottom-line, as practitioners more than ever before need to justify their budgets in the face of dwindling resources.

The workshop is designed to equip PR practitioners and clients with the latest techniques in public relations measurement and evaluation. It also organised to mark September, as the Global International Measurement & Evaluation (M&E) month, in line with AMEC’s declaration.

In 2010, AMEC the world’s largest professional body for communications research, media intelligence and insights, unveiled a framework known as the Barcelona Principle, the first international framework for measuring communications performance. It was further upgraded to Barcelona 2.0 in 2015. The body is the first point of call for communications and PR professionals to get expert knowledge and advice.

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