11. Session by Johna Burke at Praxis

Johna Burke, Global managing director of AMEC, who is an expert in marketing, pr, business growth and retention, strategic planning, analytics, primary and secondary research, and operational efficiency and improvement. Also a national and international public speaker on public relations, media relations, measurement, analytics, social media, and metrics. At Praxis she said that if we are talking about a campaign that we created and not its impact it means it was unsuccessful. She gave us the link to her company’s website https://amecorg.com/ to understand media intelligence and insights professional organization, representing organizations and practitioners who provide media evaluation and communication research. Cognitive critical thinking is the key to create a great impact. The effect on organizational performance can and should be measured wherever possible:
-Financial
-Stakeholders
-Internal Process
-Learning and growth
According to her measurement and evaluation requires both qualitative and quantitative methods. Social media can and should be measured consistently with the help of other media channels. The measurements and the evaluations that we undertake should always be transparent consistent and valid. According to her, one must understand why one’s performance works and if it doesn’t why not? She said that we should not talk much about advertisements and PR campaigns but rather we should work together and it can make wonders. Measurement should be taken seriously and we should make it a part of every program. She also was in a conversation with Arun Sudhaman who is the CEO and Editor-in-Chief at The Holmes Report, Lee Nugent who is the EVP & Regional Director APAC at Archetype, Priyanka Tanwar who is the Head of Public Affairs – Asia Pacific as well as the Director on the Board of TBC India and Elan Shou who is the MD, Greater China at Ruder Finn where they spoke about the importance of trust and fake news impacts brands in times of crisis.