November Communication Insights
Today's newsletter is 2,341 words and a 10-minute read.
Hello, comms professionals!
✨November has been a month of learning, sharing, and celebrating innovation in PR and communication! From setting meaningful communication objectives to navigating ESG challenges and mastering crisis communication, the topics of this month have reinforced the vital role of transparency and trust in building connections with audiences and brands.
As we move into the final month of the year, let’s carry forward the insights and inspiration that drive impactful and authentic communications.
Yours truly,
The Ruepoint Team
In this edition...
AMEC Measurement Month 2024 Wrap-up
It’s been a month full of insights and impactful events!
A big thank you to the incredible speakers, attendees, and AMEC for making this November a success. We were honored to contribute with webinars and thought-provoking discussions, making this a true journey of growth and collaboration.
Here’s a summary of the key takeaways from our sessions.
Aligning Communications with Organisational Objectives
As communicators, we know that connecting our efforts to broader organisational objectives is more critical than ever. This session featured the experts Nicola Baird (Rurepoint), Susan Ryan (Ruepoint), Frank Dillon ( ALONE ), Alan Owens ( University of Limerick ). They explored how to bridge the gap between communications and strategic objectives in today’s fast-paced, interconnected world.
1. Collaborative Messaging Development
It’s not just about leadership setting the tone; it’s about communication teams working closely with other departments, like finance and customer service, to ensure messaging aligns with broader strategic goals. When teams come together and share insights, you create a messaging strategy that is both inclusive and comprehensive. When everyone sees the bigger picture, you know your communication strategy is impactful—not just internally, but externally as well.
2. Balancing Metrics with Human Impact
Metrics like engagement rates are important, but when paired with emotional storytelling, they create a deeper connection with the audience. A good story can amplify the impact of the numbers, transforming a dry set of data into a message that truly resonates.
3. Measurement and Benchmarking Drive Success
Regular benchmarking against business objectives is vital for improving our strategies over time. The key is to use both communication metrics—like brand awareness and sentiment—and business-specific outcomes to measure success. It’s about regularly reviewing key messages and validating their impact with third-party data. That’s how we ensure we’re not just collecting feedback, but driving real, measurable results for the organisation.
Effective Crisis Communication in the Age of AI
In our recent webinar on Effective Crisis Communication in the Age of AI, we explored how artificial intelligence transforms how organisations handle crises. Iskren Lilov , our Head of Marketing and Communications had the privilege of hosting the conversation with two industry experts, Ana ADI , Professor of Public Relations at Quadriga University of Applied Sciences , and Christina Forsgård , Founder of Netprofile and a leading expert in crisis communications.
AI: A Double-Edged Sword
AI is reshaping crisis communication by offering both significant advantages and new challenges. On one hand, AI enables organisations to monitor crises in real-time, offering unparalleled situational awareness by processing vast amounts of data rapidly. This allows for quicker responses and more informed decisions. On the other hand, AI can also amplify risks, such as deepfake videos, misinformation, and the rapid spread of disinformation online.
Preparation is Paramount
Many organisations are still caught off guard by the complexities of AI in crises, often “sleepwalking” into crises without proper planning. Effective preparation goes beyond traditional crisis response plans to include scenario simulations, cross-department collaboration, and AI-driven scenario testing. This enables organisations to anticipate potential threats and train teams on how to respond swiftly and effectively.
Reinforce and Safeguard Trust
Trust is the cornerstone of crisis communication, and it is particularly fragile in the age of AI. Misinformation and disinformation can erode public confidence, and once trust is damaged, it can be difficult to rebuild. By proactively communicating their history, values, and mission, companies can reinforce their reputation and mitigate the impact of false narratives.
ЕSG Communication Masterclass
Sustainability communication presents businesses with both challenges and opportunities to stand out authentically. The recent cent ESG Communication Masterclass, part of AMEC’s Measurement Month, tackled this complex terrain head-on. It was hosted by Raina Lazarova , COO of Ruepoint and Chair of AMEC, and featured Natasha Plowman , Communications Strategy and Sustainability Consultant at Spinning Red , delivering actionable insights and real-world examples.
Here are 3 key takeaways to help businesses build ESG narratives that resonate, inspire trust, and demonstrate genuine progress:
1. Understand Your Baseline Before Acting
Sustainability efforts must start with a clear understanding of where your business stands today. This involves assessing the environmental, social, and governance impacts of your operations. Whether through carbon footprint analysis, supply chain evaluations, or materiality assessments, establishing this baseline is critical for setting achievable goals.
2. Avoid the Trap of Greenwashing
One of the biggest risks in ESG communication is falling into the trap of greenwashing. This includes practices like vague sustainability claims, overemphasising minor efforts, or “hiding in plain sight” behind the achievements of industry coalitions. Natasha emphasised that businesses must ensure their actions match their words.
3. Use Data Strategically, Not Overwhelmingly
Data is an invaluable tool for tracking progress and demonstrating impact, but businesses must use it strategically. Overloading stakeholders with metrics can dilute the message and lead to “death by data.” Instead, focus on insights that inform decision-making and provide a clear picture of progress. Whether it’s setting benchmarks, measuring improvements, or identifying areas for growth, data should be a means to guide action rather than an end in itself.
A Day at the PRWeek Measurement Conference 2024
Recommended by LinkedIn
The PRWeek Measurement Conference brought together some of the brightest minds in PR and communications to explore the latest trends, strategies, and innovations in measurement. As proud partners of the event, it was a privilege to contribute to the conversation, connect with industry professionals, and showcase Ruepoint’s commitment to advancing communications measurement.
How to Take Your Comms Measurement to the Next Level
Our COO and AMEC Chair, Raina Lazarova, joined a stellar panel featuring Juliette Maxam ( Essex & Suffolk Water ), Daisy Hawker Wallace ( Avanti West Coast ), and John Harrington ( PRWeek UK ). Together, they explored practical strategies for elevating communications measurement. Panelists highlighted creative approaches to measurement on limited budgets, suggesting free tools and basic media monitoring to track key metrics such as sentiment and share of voice. They underscored the need to tailor reporting to fit organisational goals, advocating for simplicity and clarity in showcasing value through dashboards or concise reports. The key takeaway is that effective measurement relies on creativity, collaboration, and alignment with business objectives.
Case study: Gousto’s Measurement Framework
Natalie Jay , Senior PR Manager at Gousto , delivered an inspiring case study on the evolution of their industry-leading measurement framework. A key takeaway from her session was the importance of aligning PR efforts with serious business goals. Natalie stressed that PR must go beyond awareness metrics, evolving to deliver measurable value that directly supports organisational objectives. Her candid reflections underscored that effective measurement is a journey—one that requires adaptability and a commitment to continuous improvement.
Case Study: Gamble Aware
Alexia Clifford , Chief Communications Officer at GambleAware , shared how their organisation measures campaign success with a focus on real-world outcomes. Instead of stopping at awareness metrics, GambleAware prioritises tangible results like increased usage of their services, showcasing the true impact of their campaigns. Since 2021, they’ve implemented a measurement and evaluation framework based on the Government Communication Service (GCS) methodology. This structured approach enables continuous improvement, ensuring their strategies are data-driven and goal-oriented. The session was a powerful reminder of the importance of proving PR’s value through meaningful outcomes rather than relying solely on outputs.
2024 AMEC Awards Winners
The 2024 AMEC Global Communication Effectiveness Awards winners were unveiled during a prestigious ceremony and dinner event held at Church House, Westminster, London, on 7th November 2024.
Raina Lazarova, our COO, who also serves as the current Chair of AMEC, had the honor of welcoming everyone on stage alongside AMEC’s CEO, Johna Burke, setting the tone for an evening filled with celebration and inspiration. We joined leading organisations in the industry to applaud the winners, share expertise, and celebrate the achievements that set new benchmarks for excellence.
Our team is excited about the 6 awards received in the following categories:
· Ruepoint & University of Limerick – UL@50 Strategic Plan 2019-2024 · Ruepoint & Defence Forces of Ireland
· Ruepoint & PwC
· Ruepoint & Defence Forces of Ireland
· Ruepoint & Defence Forces of Ireland
· Ruepoint & University of Limerick – UL@50 Strategic Plan 2019-2024
Our work as part of the AMEC measurement task force, supporting UNDP’s Weather Kids campaign, was also recognised with two Golds for UNDP’s campaign! The campaign received awards for Most Effective Planning, Research, and Evaluation in the Public and Not-for-Profit Sectors (In-House Communication Teams) and Regional Awards (In-House Communication Teams).
This recognition is a testament to our team’s passion for delivering impactful insights and setting new standards in measurement excellence. A heartfelt thank you to our clients and partners for their continued trust and collaboration. Congratulations to all the winners and nominees who are driving the future of our industry—here’s to raising the bar together!
Top Insights from PRovoke Global Summit 2024
Attending the PRovoke Global Summit 2024 in Washington, D.C., was an inspiring experience, especially with the city bustling in hype right before the elections. We joined industry leaders from around the globe for this dynamic 14th edition of the summit. Over three days, we explored emerging trends, best practices, and the evolving role of communication professionals in a world of rapid change and high expectations.
Here are some of our key takeaways and reflections from this event:
· 𝐏𝐑 𝐢𝐧 𝐭𝐡𝐞 𝐀𝐠𝐞 𝐨𝐟 𝐏𝐞𝐫𝐦𝐚𝐜𝐫𝐢𝐬𝐢𝐬
Our Head of Marketing and Communications, Iskren Lilov, joined industry leaders Paul Holmes (PRovoke Media), Grzegorz Szczepanski (Burson), and Carrie Jones (JPA Health). The discussion underscored the communication industry's critical role in addressing societal challenges such as the rise of disinformation, the AI revolution, and the need for PR to demonstrate measurable impact.
· 𝐓𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐂𝐨𝐦𝐦𝐬
Mike Doyle (Ketchum), Kathy Baird (The Washington Post), Carlisle Campbell (Capital One), Megan Doern (Deloitte), and Emily Metz (American Egg Board) discussed the evolving landscape of public relations. Panelists noted the importance of data-driven insights, with tools like media intelligence dashboards increasingly vital for impact measurement. They highlighted the growing expectation for brands to address societal issues proactively, stressing authenticity in crisis preparedness.
· 𝐍𝐞𝐰 𝐂𝐨𝐫𝐩𝐨𝐫𝐚𝐭𝐞 𝐀𝐜𝐭𝐢𝐯𝐢𝐬𝐦 𝐄𝐫𝐚
Daniella Foster (Bayer), Jim Papa (Global Strategy Group), and Piper Overstreet-White (Las Vegas Raiders) shared insights on addressing ESG expectations. Their experiences reinforced the importance of adapting the wording of ESG messaging to resonate with local communities by focusing on human communication, rather than corporate jargon.
· 𝐑𝐞𝐩𝐮𝐭𝐚𝐭𝐢𝐨𝐧 𝐑𝐞𝐬𝐢𝐥𝐢𝐞𝐧𝐜𝐞 𝐢𝐧 𝐚 𝐒𝐡𝐢𝐟𝐭𝐢𝐧𝐠 𝐏𝐨𝐥𝐢𝐭𝐢𝐜𝐚𝐥 𝐋𝐚𝐧𝐝𝐬𝐜𝐚𝐩𝐞
In a highly anticipated session, Chris Foster (Omnicom) and Michael Steele (MSNBC) discussed the complexities shaping the upcoming U.S. election. The conversation highlighted the impact of consumer expectations on corporate political stances and the need for businesses to balance apolitical aspirations with social pressures.
PRII National Conference 2024: Inspiring Change in PR
With over 250 communication professionals gathered, the PRII National Conference 2024 was filled with insightful discussions, inspiring talks, and meaningful conversations about the future of public relations and its impact on society. Our team—Agnieszka Gleeson, Susan Ryan and Nicola Baird, —had an incredible day connecting with PR professionals and celebrating the achievements of the Irish PR community. We’re excited to share our highlights and reflections from this memorable event.
How Can We Create Communitas?
In a thought-provoking session, Professor Jim Macnamara, a global thought leader in media insights and Distinguished Professor at the University of Technology Sydney, joined the conference via video from Sydney. Widely regarded as one of the most influential voices in media and communication research, he focused on the evolving role of communicators in driving actionable change in today’s world.
Professor Macnamara highlighted that while we now live in a post-Covid “new world,” the question remains: how much has truly changed? He stressed the importance of moving beyond traditional one-way communication to a more inclusive, two-way model, where communicators actively listen to their audiences just as much as they speak. This shift is essential in building a sense of “communitas”—a collective spirit and shared purpose within communities.
Case Studies: Creating a Community Online & In-Person
The power of PR to foster community was brought to life in a session that featured two standout case studies. Paul Clifford and Deirdre Sheahan from Drury PR shared the inspiring story of their pro bono work with the Killarney Coffee Cup Initiative. This project, which aimed to make Killarney a single-use coffee cup-free zone, successfully saved 1.5 million coffee cups in just one year. By amplifying this local initiative through strategic PR, it gained national recognition and won a PRII Award in the ESG category. The initiative’s success has inspired similar projects across the country, highlighting how small, community-driven ideas can have a significant impact when given the right platform.
Next, Alan Milton, Director of Communications at the GAA, shared insights into the unique role the GAA plays in Irish life. More than just a sports organisation, the GAA is the heartbeat of many Irish communities. Milton spoke about the responsibility of his small communications team in preserving the GAA’s legacy while navigating modern challenges, such as increasing leadership roles for women, balancing commercial interests with the GAA’s amateur ethos, and addressing the impact of technology and smartphones on the community’s active lifestyle. His talk underscored the delicate balance between tradition and progress and the vital role PR plays in maintaining that balance.
Stay curious.
C-level PR and marketing specialist + business owner. Mentoring, Consulting, Business Development, Sanity
1moWhat a fantastic month it has been, Ruepoint! The focus on transparency and trust is crucial for every brand's success. 🚀