April saw SMMW16 and the PR News measurement conference. In no particular order, here are seven measurement moments from the month:
1. “If You’re Not Measuring, Then You’re Not in PR”, Diane Schwartz
PR News help its measurement conference in Washington. Be sure to read Diane Schwartz’s fantastically headlined round-up of the event.
2. Departures at FleishmannHillard 
Two of FleishmanHillard’s senior analytics professionals are leaving the firm. Colby Vogt is joining DeVries Global to lead a new business intelligence unit, while Christine Liao is heading back to Atlanta. Read more.
3. 66% of agencies think that measurement is an important growth driver
USC Annenburg released it’s Global Communications Report. The report, which included 466 respondents from a global survey, focused on a wide rang or PR topics. On measurement, the report found that agency and client-side respondents rated total reach as the most common form of measurement (68%), with less emphasis on brand perception (47%) or attempts to measure return on investment (41%). Surprisingly, 30% said they used advertising value equivalency— considered a discredited metric within the industry—most or all of the time. Download the report here.
4. Snapchat tips led SMMW16 conversation
Some 3,000 people converged on San Diego for the annual Social Media Marketing Week. According to an analysis of the social
media data from Zignal Labs , 7 Tips for Incorporating Snapchat into Your Marketing Strategy was the most shared story from the show.
5. Cision / Gorkana and Ogilvy lead AMEC Award shortlist
The AMEC Summit is almost here, and the award shortlist has been released. This year Cision / Gorkana led suppliers, with 13 nominations, while Ogilvy dominated agencies with 8 nominations. View the full list.
6. “Measurement masters set-up consultancy”, Research Live 
The Measurement Practice was launched. The virtual consultancy is designed to help businesses, organisations and agencies bridge the gap between the promise and delivery of communications measurement. I am pleased to be a member of the team. Learn more here.
7. Reputation matters…
April saw two interesting studies from the UK – the Reputation Institute’s UK Reptrak study and Watson Helsby’s survey of the FTSE100 Corporate Communication leads. Read the PR Measured summary here.