Last month, I had the chance to attend the 2025 AMEC Global Summit in Vienna, which brought together communication, PR, and media intelligence professionals from around the world. Themed “Reputation, Reliability & Results: The Global Communication, Data, Measurement and Evaluation Journey,” the summit focused on the evolving role of communication measurement in shaping reputation and delivering strategic outcomes.
A significant milestone at the summit was the unveiling of the Barcelona Principles 4.0. This updated framework emphasises clearer business alignment, stakeholder-focused language, and an iterative approach to measuring impact. It introduces stronger guidance on ethics, governance, and the responsible use of data and AI, reaffirming the industry's commitment to credible, outcome-driven, and continuously improving measurement practices.
However, what intrigued me most was the summit’s extensive exploration of Artificial Intelligence (AI). Listening to experts discuss synthetic personas, generative AI, and strategies to combat disinformation provided valuable insights into the rapidly evolving PR landscape. It was a powerful reminder of the importance of balancing advanced technology with genuine human connections, something we also prioritise at EMG.
Another interesting session was the keynote speech by Travis Parman, former CCO of Nissan. His emphasis on simplicity and clarity when communicating complex PR metrics to CEOs resonated strongly with our own experiences. Travis’s practical advice on aligning PR outcomes with executive-level priorities such as reputation management and employee engagement reinforced many of our current practices and sparked fresh ideas for future strategies.
The summit facilitated numerous networking opportunities as well, including speed networking sessions and informal gatherings, fostering meaningful connections among attendees. These interactions underscored the value of peer-to-peer learning and the exchange of best practices in the field.
The 2025 AMEC Global Summit underscored the critical role of measurement and evaluation in modern communication. With the introduction of the Barcelona Principles 4.0 and a strong focus on AI's integration, the summit provided valuable insights and tools for professionals aiming to enhance their strategies and demonstrate the tangible value of their work.
We’re already looking forward to implementing these learnings, continuing to deliver measurable success for our clients, and eagerly awaiting what the future holds.
