As professional communicators we want to help organisations plan better, more effective internal and external campaigns.

To do this we use the practice of measurement and evaluation to demonstrate the ‘value’ (return on investment) of content shared and to help inform future decision making.

I believe through the ‘golden thread’ our role as communications practitioners is to help align the impact of business objectives back to the organisational strategy. Most importantly, we are strategic practitioners who use measurement and evaluation to offer organisations a holistic, data driven, value add action plan for continuous improvement and effective communication.

For me measurement and evaluation are part of the DNA of communications planning and should be given the same level of importance as objectives. The Barcelona Principles 3.0 – refer to setting goals (objectives) as an absolute prerequisite to communications planning, measurement, and evaluation.

Last winter I enrolled on the AMEC International Certificate in Measurement and Evaluation. I had a wealth of practical hands-on experience, however was lacking the confidence to go it alone as a specialist practitioner in measurement and evaluation.

AMEC International Certificate in Measurement and Evaluation
Even pre-Covid-19 I knew I didn’t have the time to attend a course in person. That’s when I came across the AMEC International Certificate in Measurement and Evaluation, taught online.

The internationally recognised qualification (one of the key selling points for me, the potential to have global clients in this new virtual world) in measurement and evaluation is delivered by training partner PR Academy. All the studying and resources are available online, bonus, weekly workshops are recorded for those of us who can’t always attend live sessions.

I gained knowledge and a better understanding of the background and best practice of evaluation, research, and evaluation. In the assignment which I will talk about later I learnt how to apply research disciplines to measurement and evaluation including the Barcelona Principles 3.0 in a practical setting. And I learnt techniques to measure internal communications (my forte), social and traditional media.

Applying knowledge to lived experience
The course was accredited by the completion of an assignment. This consisted of a 2,000-word report and completing the AMEC Integrated Evaluation Framework to measure the objectives and impact delivered.

Based on a real work project this gave me the opportunity to put my learning into practice. I applied all my knowledge from online workshops (followed by at least 3 to 4 hours a week of self-study); the Barcelona Principles 3.0 (relevance they have to communications practice); the process of objective setting (using SMART – specific, measurable, actionable, relevant, and time-bound, framework) as well as other hybrid options and the ‘golden thread’ link of business strategy, objectives to impact on the organisation.

In our role as strategic communications practitioners, we help organisations create and share content. Measurement and evaluation should also be part of those conversations. Otherwise, how else are we going to show our content ‘adding value’ to the end user.

Of course, it’s easy for me to say this as someone who is passionate about the subject of measurement and evaluation. If you want to create a measurable, more meaningful narrative and be able to demonstrate ‘adding value’ (impact) of your work, then I fully recommend the AMEC Certificate in Measurement and Evaluation.

Adeeba Hussain is a freelance communications practitioner who has worked in various in-house and consultancy roles across public, private and third sectors. Over the last 20 years holding in-house and consultancy roles, where she has advised key stakeholders from the Royal Air Force, local executive councillors and Managing Directors for FTSE 100 defence company BAE Systems, Heathrow Airport and First Group.

Adeeba is passionate about communications practitioners helping organisations achieve the ‘ideal state’. Adding value to the recipient’s experience and believes good effective impactful communications can be achieved through measurement and evaluation becoming part of the communications planning process.

Twitter – @Adeeba_Hussain

LinkedIn – https://www.linkedin.com/in/adeeba-hussain-mcipr-19b79aaa/