How to Use the New AMEC Measurement Framework—A Practical Session

For this  webinar, guest experts Richard Bagnall and Giles Peddy joined us from across the pond while AMEC North American Co-chair (and BurrellesLuce CMO) Johna Burke moderated. Richard took pole position with the fascinating story about how the sad state of PR measurement back in the 1990’s spurred the formation of the AMEC organization, which eventually led to the creation of the Barcelona Principles in 2010 and more recently, the Integrated Evaluation Framework.

The Integrated Evaluation Framework better reflects today’s public relations environment, where we’re working across Paid, Earned, Shared, and Owned media. The PESO model was developed and championed by Gini Dietrich, a well-known industry thought leader and author of Spin Sucks.

Richard described how we now “must measure across all these different channels if we’re going to give a credible measurement of the work that we’re doing.” He cautioned that we must be careful to not “just count what’s easy to count but we measure what really matters” to the business. (To hear this in that splendid British accent, you’ll need to listen to the playback!)

The Integrated Evaluation Framework helps us to stop measuring in silos and brings it all together. Giles then talked about the context to the framework stating that communication professionals must show the effect that their work had on the business objective—not just output metrics (aka vanity metrics).  He explained how a diverse global group was put together and worked for an entire year to create what is now a free, non-proprietary, step-by-step process—essentially “how to operationalize the Barcelona Principles”.

Interactive Evaluation Framework

When you land on the website, you’ll find a tile-based, simple to use, clickable worksheet that can be completed right on the site itself (and then download the finished product). Giles walked us through many of the steps which include descriptions and inline help text—way too much information to incorporate into a blog post, so I encourage you to listen to the playback of this presentation and go explore the site. To be honest, for me, this whole concept seemed very complicated and a bit overwhelming—that is, until I attended this webinar!

Giles went on to share how the initial response has been overwhelmingly positive. Lewis PR and many other major agencies and consultancies have already adopted the model, along with the UK government. It’s also being shared with and by other PR and communications trade organizations (such as the US-based Institute for Public Relations) as the key model to use.

Richard chimed in, “In the end, this framework helps you run your campaign effectively and measure it in a way that allows you to understand what it is you’re trying to achieve, understand what success would look like, agree on the targets, plan to run your campaign effectively and measure it appropriately.” However, he explained, that isn’t the end. You need to then take that information and the “flow of the process and tell your measurement story around it. You need to then bring it to life about how you did your work, what it meant for the business, how it helped and, importantly, what you’ve learned—what perhaps didn’t work as well as you had expected and what you’re going to be doing differently.”

Johna summed it up with “this is such a great resource for everyone, whether you have an existing successful measurement program and team or you’re just starting out, to really create and to utilize a program that’s been implemented on your behalf” and is such a great resource.

*This post by Tressa Robbins originally appeared on September 26, 2016, on the BurrellesLuce Fresh Ideas blog at and is cross-posted here with permission. 


Resources / Blogs in my RSS Reader

10925476_10153078320512118_5811918647681445635_oWhen I spoke at the PRSSA Regional Conference “PR Elevated” hosted by Utah Valley University earlier this week, I was asked what some of the news sources, blogs and other resources I am tapped into to stay relevant. Because I subscribe to so many (via my RSS reader), I promised to review the list and post my top recommendations. The ones I am listing here are ones I read but also ones that I would recommend for young PR professionals. (There are others that cover higher level issues that you may find “over your head” and are not included here.)

Obviously, you can’t possibly go to all these sites every day (or even every week) so that’s where the RSS Reader comes in. I use Inoreader but there are others available. In addition to these industry-related blogs, I also check headlines from local/regional newspapers (online) USA Today and Gawker and tune the TV into CNN Headline News (HLN) in the morning while I’m getting ready. HLN’s Morning Express with Robin Meade program essentially repeats the headlines every 30 minutes so no matter when you tune in, within 30 minutes you’re in the know! In this business, that’s a must. If you have questions, suggestions, feedback, please comment or contact me. Hope this helps!