As one of the leading experts in measurement and evaluation, Johna Burke understands that communicators do not naturally gravitate to measurement. It’s more like an “eat your vegetables” part of the job.
But few people make measurement more fun than Burke. And as a treat for readers of this piece, Burke is sharing her homemade recipe for an Arnold Palmer with a lemon twist (posted at end of this article). Whether you measure and drink at the same time is up to you.
Burke is global managing director of the International Association for Measurement and Evaluation of Communication (AMEC), the world’s largest media intelligence and insights organization with more than 160 members in 86 countries. Prior to joining AMEC almost two years ago, she was the chief marketing officer at media monitoring firm Burrelles.
AMEC spearheaded the development of the Barcelona Principles, Barcelona Principles 2.0 (The Barcelona Principles 3.0 will launch at the AMEC summit on July 8th) and the Integrated Evaluation Framework. At most PR conferences, when Burke asks the audience to raise their hands if they know what the Barcelona Principles are, very few hands go up.