PRIA releases new measurement and evaluation framework for PR

The Public Relations Institute of Australia has launched a Measurement and Evaluation Framework for PR and communications professionals.

Launched at its MasterClass in Sydney, the measurement includes a new model, matrix and guidelines which takes an ‘eco-system approach’ to analysing and measuring PR effectiveness within an organisation and the targeted audience it is aiming to reach.

The framework was created to address a gap in the industry’s measurement and evaluation standards and is endorsed by the International Association of Measurement and Evaluation of Communication.

PRIA’s national president, Jenny Muir, said in a statement: “In today’s world, PR and communication professionals must be able to speak confidently of the value of their work in clear and measurable terms to all stakeholders.

“As our eco-system embeds the need for live tracking and the use of comprehensive data sources, it is necessary for us to be able to make the business case for investment in tracking and reporting, and to include this in the cost of doing business,” she said.


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