PRIA releases new measurement and evaluation framework for PR

May 23, 2017 8:45

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.

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Abigail Dawson

Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.

Topics

measurement PR PRIA

2 COMMENTS

Bryan R 23 May 17

So… What is the framework?

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Richard Bagnall 23 May 17

While I am not sure where the PRIA framework is, I can tell you that it is based on the AMEC integrated evaluation framework which has rapidly become the global model of choice for the PR & Comms industry, being endorsed by multiple international trade associations. The AMEC framework is free to use and is interactive, allowing it’s users to work through an online version in an iterative process, saving and updating their work as they go. It also includes a full measurement resource center for practitioners at all levels. Professor Macnamara who helped PRIA is recomending members to use the AMEC for planning their campaigns and recording their results to please do take a look here: http://www.amecorg.com/amecframework

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