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Boost for measurement – the weakest area in communication

01 Jun, 2020 PR measurement, PR planning, strategy, budgeting

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.

About Kim Harrison – author, editor and content curator

Kim Harrison, Founder and Principal of Cutting Edge PR, loves sharing actionable ideas and information about professional communication and business management. He has wide experience as a corporate affairs manager, consultant, author, lecturer, and CEO of a non-profit organization. Kim is a Fellow and former national board member of the Public Relations Institute of Australia, and he ran his State’s professional development program for 7 years, helping many practitioners to strengthen their communication skills. People from 115 countries benefit from the practical knowledge shared in his monthly newsletter and in his books available from

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