Round Up: Selamat Datang AMEC, Selamat Tinggal AVE
20 July 2021
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Round Up: Selamat Datang AMEC, Selamat Tinggal AVE
Presiden RI, Ir. H. Joko Widodo berikan arahan

JAKARTA, PRINDONESIA.CO - Ketika memasuki era VUCA (volatility, uncertainty, complexity, ambiguity), dunia tak lagi sama. Perlu cara baru agar public relations (PR) dapat tetap relevan menjalankan fungsi komunikasi yang nantinya bermanfaat untuk unitnya juga berkontribusi pada keberlanjutan usaha.

Dinamika itu sudah ditangkap sejak lama oleh para pelaku PR di dunia. Tahun 2016, organisasi yang bermarkas di Inggris, The International Association for Measurement and Evaluation of Communication (AMEC), meluncurkan Integrated Evaluation Framework. Kerangka pengukuran kinerja PR terintegrasi yang mengacu pada Barcelona Principles. Yakni, prinsip-prinsip dasar pengukuran PR yang dibentuk pada tahun 2010—saat ini sudah disempurnakan menjadi Barcelona Principles 3.0.

Berbeda dengan metode pengukuran yang selama ini digunakan dan kerap menjadi perdebatan di kalangan PR, yakni PR Value berdasarkan advertising value equivalency (AVE). Metode tersebut hanya fokus pada output. Sementara pengukuran berbasis AMEC berfokus pada tiga hal: output, outtakes, dan outcome. Adapun metodenya melibatkan unsur riset, SMART objective, dan pengembangan aktivitas berbasis paid, earned, shared, dan owned media (PESO).

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