The Global PR Revolution by Maxim Behar

Author:Maxim Behar
Language: eng
Format: epub
ISBN: 9781621537175
Publisher: Allworth
Published: 2019-03-20T16:00:00+00:00

MODERN PR TOOLS: AMEC’S INTERACTIVE TOOL

The new Interactive Tool recently developed by the International Association for the Measurement and Evaluation of Communication (AMEC) is a superb example of a user-friendly framework that really fits the modern-day PR environment.

Here is how key AMEC Chair Richard Bagnall explains the process for its development:

Many of the evaluation methods and techniques that the industry took for granted for so many years are no longer enough. As traditional organizational structures are dismantled, PR professionals are being asked to work across all forms of media and to use, and most importantly measure, these new channels and tactics. Work must encompass paid, earned, shared, and owned media. To be effective at our jobs, we now need to plan and measure our communications in a truly integrated manner.

To prove the value of communication in an age of accountability, it is vital to move beyond measuring just the content (or media) analysis that largely sufficed for the previous twenty years. Now communication professionals must show the effects of their work with regards to the initial communications objectives.

The International Association for Measurement and Evaluation of Communication (AMEC)’s new Integrated Evaluation framework shows how to do this.

The interactive element of the Integrated Evaluation framework will guide you through the process from aligning objectives to establishing a plan, setting targets, and then measuring the outputs, outtakes, outcomes, and impact of your work.

At each step of the process, it provides additional information and suggests potential approaches and metrics that might be appropriate.

• It cannot be an exhaustive list and it doesn’t provide the numbers for you.

• You will still need to source the data yourself to put into the tool.

• What it does is provide a consistent approach to allow you to plan and measure in an appropriate manner.

AMEC’s Integrated Evaluation framework provides a consistent and credible approach that works for organizations of all sizes but which can be tailored to very specific cases and objectives. Anyone can use it—it is free and non-proprietary, allowing any organization, whether university, in-house department, PR agency, or measurement company, to benefit from it.

The Integrated Evaluation framework replaces both of AMEC’s previous Valid Metrics and Social Media Measurement frameworks. The industry now has one integrated approach to respond to the challenge of measuring results.

This new framework shows how to “operationalize” the Barcelona Principles and demonstrates how to turn principles into action and to finally prove the value of our work.

For over six years, AMEC has been championing a better way of measuring communications with its education initiatives and measurement frameworks. These have helped many agencies and clients improve their measurement and evaluation systems.1

Giles Peddy, group managing director UK, LEWIS, further explains the benefits of AMEC’s Interactive Tool as follows:

A working group spanning agency, in-house, market research and academia designed and built the new Interactive Integrated Evaluation Framework.

We wanted to make something that took users on a clear measurement journey from planning and setting SMART objectives, defining success and setting targets, through the implementation and the measurement and evaluation of the results.

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