As I work on my AMEC Summit round-up, this year’s launch of AMEC’s integrated evaluation framework deserves special attention. The tool develops the valid metrics framework first launched in 2011, and last year’s Barcelona Principles 2.0. It was launched by Richard Bagnall, CEO of Prime Research UK and incoming AMEC Chairman, Prof. Jim McNamara, fromRead more
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Over time, communication measurement programmes can become bloated. Changing needs will often add more analytics to a programme, but unwanted data won’t be removed. This can lead to measurement programmes that are overly complex and difficult to manage. Without a light and focused programme, insight can become hard to find – and, we have all dreadedRead more
PR ROI, or return on investment, has been the focus of PR measurement since its inception. ROI is the financial return to an organisation relative to the cost of investment. There are a variety of ways of defining return, and to keep it simple we will assume that return refers to an organisation’s financial income.Read more
On a warm June day in Barcelona in 2010, a group of 150 PR measurement devotees sat together in a hotel conference room and voted on a set of basic principles that defined how to approach measurement. These became known as the Barcelona Principles. I was one of those 150, and five years later was one of aboutRead more
As we start to explore PR measurement, it’s important to understand a little bit about the basics. The simplest place to start is the three Os of PR measure. The three Os – Outputs, Outtakes and Outcomes – provide categories for PR metrics. Check out our video for a quick overview: Read more