Episode 6 of “The Sports PR Huddle” becomes a learn-with-us conversation that informs listeners why understanding the differences of different measurement categories in sports PR that could allow for deeper understanding of impact.
Our guest is Steph Bridgeman, a media measurement expert at Experienced Media Analysts in the United Kingdom.

After diving into the evolution of media measurement, the episode touches on the significance of continuous learning, and the distinction between media monitoring and evaluation. We’ll of course touch on an area of measurement that some communications pros errantly mislabel – hence the focus of this edition entitled: “Outputs, Outtakes and Outcomes: Diving Into Different Communication Measurements.”

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Some listener takeaways should you tune-in:

1.    Continuous learning is essential in the evolving PR landscape.

2.    The AMEC framework provides a structured approach to measurement.

a.    Framework: https://amecorg.com/amecframework/framework/interactive-framework/

b.    Taxonomy: https://amecorg.com/amecframework/home/supporting-material/taxonomy/

3.    Outputs are the visible results of communication efforts. Outtakes reflect audience perceptions and thoughts. Outcomes measure changes in behavior and engagement.

4.    Adopting boardroom language is crucial for communication professionals, so starting small with measurement can lead to meaningful insights.

5.    Curiosity drives better measurement practices and collaboration within the PR community fosters knowledge sharing.

Notable Timestamps:
00:00         Introduction to Sports PR and Measurement

02:18         Steph Bridgeman's Journey in Media Measurement

07:45         The Evolution of Media Measurement

11:52         The Importance of Continuous Learning in PR

15:31         Understanding Outputs, Outtakes, and Outcomes

20:39         Differentiating Measurement from Media Monitoring

23:56         Setting Objectives for Effective Measurement

27:44         (More) Understanding Outputs, Outtakes, and Outcomes

30:50         The Financial Impact of Communication

35:59         Adopting the Language of the Boardroom

40:34         Starting Small with Measurement

46:39         The Importance of Curiosity in Measurement

54:18         Resources and Opportunities in Measurement