Johna Burke

I spend much of my waking hours thinking about, speaking about and helping organizations move beyond measuring activity toward outcomes and impact. So when Shelly Spector and the Museum of Public Relations gave me the extraordinary opportunity to have an AI-driven conversation* with Edward Bernays, I knew exactly what I wanted to ask him: How did you know if public relations actually worked?

Listen to this article·5:51minLearn more Johna Burke is CEO and global managing director at AMEC Measurement and Evaluation. I have started asking a question when communication professionals tell me they are strategists: Where are research, measurement and evaluation in your strategy? Too often, the answer is, “We don’t have the budget.” I understand the constraint. I don’t accept the conclusion.

Johna Burke is CEO and global managing director at AMEC Measurement and Evaluation. I have started asking a question when communication professionals tell me they are strategists: Where are research, measurement and evaluation in your strategy? Too often, the answer is, “We don’t have the budget.” I understand the constraint. I don’t accept the conclusion. You can be an exceptional consultant with decades of experience, terrific instincts and deep knowledge of an organization or industry.