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.
Linkedin
So… What is the framework?
User ID not verified.
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
User ID not verified.