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
Image: Outline of the new online AMEC Integrated Evaluation Framework.