The Future of Measurement and Why AMEC is Coming to Dublin

While the majority of PR professionals actively measure their work, 61% still do not follow established frameworks, according to Muck Rack’s 2025 State of PR Measurement report. At the same time, the report shows that 75% say their efforts are at least somewhat tied to business outcomes, yet proving that connection remains difficult. In practice, that’s something we see every day: teams tracking activity, but still struggling to clearly demonstrate impact. This might have to do with the fact that most continue to rely on the number of mentions and reach/impressions as primary metrics.

There’s still a gap between what we measure and what we can confidently prove. As AI adoption accelerates globally, the need for understanding how intelligence and analytics can drive meaningful impact has never been more critical.

This is where AMEC plays a vital role. Its frameworks provide a shared foundation that helps communicators move beyond outputs and focus on outcomes that matter. Bringing that thinking to Dublin is particularly important for the Irish market, where expectations around accountability are increasing. That is why Muck Rack is proud to support the Summit as headline sponsor this year and to help bring it to Dublin.

In January 2025, Ruepoint joined the Muck Rack family. For us, it was a natural next step, building on what we’ve developed here in Ireland over the past decade. This milestone brought together Ruepoint’s deep expertise in media analysis, insights and consultancy for leading communications teams across Ireland with Muck Rack’s powerful data and AI-driven platform.

Dublin is at the center of that story. The integration of Ruepoint into Muck Rack is not about replacing what already exists. Ruepoint has built a strong reputation for delivering media intelligence that drives real business impact.  By joining Muck Rack, we’re building on that foundation – combining local expertise with greater global scale, expanded data and advanced technology, helping teams better understand media impact, protect reputation and make more informed strategic decisions.

Bringing AMEC to Dublin is something I care deeply about. As co-founder of Ruepoint, I’ve spent nearly a decade working with and supporting the PR community in Ireland, so to host a global event of this caliber at home feels meaningful. Now, as Managing Director of UK & Ireland at Muck Rack, I am proud that we can build on that foundation, combining local expertise with global scale to deliver even more value for our clients. To see Ireland recognised on this stage is something that we should all be proud of and I hope to see many of you there.

The above article is written by Kevin Fagan, Managing Director UK & Ireland at Muck Rack (formerly Ruepoint) and published with permission.

Muck Rack sponsor the Most Impactful Public Affairs Campaign for the 2026 Communication Impact Awards