Evaluation has been a challenge in PR for decades. While the guidelines by the Barcelona Declaration of Measurement Principles were a good start, evaluating the value of PR is still considered a dark art. Here Leah Elston-Thompson, senior account executive at Stone Junction, explains the Association for the Measurement and Evaluation of Communication's (AMEC) framework for analysing PR campaigns.

For a long time, the PR industry used advertising value equivalent (AVE) as a measure of the value of PR. AVE provides a comparison of the cost of buying space taken up by an article, had it instead been an advertisement.

However, the Chartered Institute of Public Relations (CIPR) has since discouraged its use for its members. There is a significant difference between the impact of an article and an advertisement, therefore AVE has been discarded as misleading. But without it, what metrics are available PR professionals to use during evaluation?

One measurement the CIPR has welcomed is the AMEC integrated evaluation framework, a free interactive online tool. The framework is based on the paid, earned, shared, owned (PESO) model and encourages PR practitioners to consider objectives, inputs, activity, outputs, outtakes, outcomes and impact.

As well as evaluation, it can be used to help plan a measurable campaign, which can act as a one-page guide to map metrics against, monthly, weekly, quarterly or annually. While AMEC won’t evaluate media coverage, the framework helps to map an organisation’s goals with its communications plan to ensure they are working towards meaningful objectives.

At Stone Junction, we are passionate about delivering PR campaigns that align completely with your business goals. No campaign is the same. We work closely with every client to develop the right messaging, objectives, strategy and tactics to change the minds of your audience.

If you’re looking for a PR agency that cares about meeting meaningful objectives, rather than misleading metrics. Call me on 01785 225416 or e-mail for more information.

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