A new PR measurement framework which uses digital technology to help the user through a step-by-step process was launched by AMEC at its International Summit to instant acclaim from the PR industry.
The Framework “operationalises” and shows how to implement Barcelona Principles 2.0 and links organisational objectives to comms objectives, to outputs, outtakes, outcomes and organisational impact. The Framework measures across all P.E.S.O. channels.
Download the framework from a special supporting website of resource material.
The new AMEC Framework has been deliberately developed as an interactive tool to deliver a step-by-step user process with tool tips for information and follow-on resources for the user. The digital team at LEWIS created the tool as a pro bono initiative on behalf of AMEC.
Richard Bagnall, CEO of Prime Research UK and an AMEC Board Director, led the working group which developed the tool.
He said: “”We wanted to take the pain out of measuring communication in what has become an ever more complex world. This interactive tool allows organisations of all sizes to easily plan and measure their integrated communications activity, proving the value of their work in a meaningful and credible manner.”
Jeremy Thompson, Chairman, AMEC and Managing Director, Cision EMEA, said: ““We believe this is a break-through tool for PR and communications professionals and we encourage you to embrace and adopt it as we look to drive best practice and common standards.”
Reaction was overwhelmingly positive from the communications research and PR industry.
David B. Rockland, Ph.D., Partner/CEO, Ketchum Global Research & Analytics and the Immediate Past Chairman, of AMEC, said: “I think this new interactive tool is fantastic and a hugely valuable tool to the industry.
“It takes the theory of the Barcelona Principles into a reality of setting goals, establishing KPIs and implementing measurement programmes. It is something I can see using all the time with many of our clients and account teams.”
Giles Peddy, Group Managing Director UK at LEWIS, whose firm helped develop the interactive urged clients and PR consultancies to embrace and adopt the new model.
He said; “The new interactive framework gives users a clear methodology and taxonomy to develop a clear, measureable communications plan, and evaluate its success.”