Three excellent initiatives strengthen the amount of information available on good measurement – the weakest area of professional communication activity:
Integrated Evaluation Framework
The Association for Measurement and Evaluation of Communication (AMEC) has produced a valuable resource – its Integrated Evaluation Framework. This free interactive tool shows you how to align communication objectives with organizational objectives; establish a plan; and measure the outputs, outtakes, outcomes and impact of your work. The process gives you evidence of results against objectives in support of organizational objectives. You can prove your communication business case to senior management.
PR Professional’s Guide to Measurement
A recent collaboration between the Public Relations and Communications Association (PRCA), the International Association for Measurement and Evaluation of Communication (AMEC) and the International Communications Consultancy Organisation (ICCO) launched the 3rd edition of the helpful The PR Professional’s Guide to Measurement last October. You can access it here.
Spot fake research
Finally, the Institute for Public Relations has published a report, “5 ways to spot fake research.” Worth reading as well.
Image: Outline of the new online AMEC Integrated Evaluation Framework.
Kim J. Harrison has authored, edited, coordinated, produced and published the material in the articles and ebooks on this website. He brings his experience in professional communication and business management to provide helpful insights to readers around the world. As he has progressed through his wide-ranging career, his roles have included corporate affairs management; PR consulting; authoring many articles, books and ebooks; running a university PR course; and business management. Kim has received several international media relations awards and a website award. He has been quoted in The New York Times and various other news media, and has held elected positions with his State and National PR Institutes.