EP 127: Professor Jim Macnamara Says Most Of The PR Industry Is Still Measuring The Wrong Thing

A professor who built his entire career on communication measurement almost couldn't answer the question that started it all. Professor Jim Macnamara joins Embracing Marketing Mistakes to explain why so much of PR and marketing still confuses outputs with outcomes, and what changed after a client rejected his activity report and demanded results instead. Jim walks through the framework behind AMEC and the Barcelona Principles, a real Volkswagen case study that shifted marketing budget from 5%...