AMEC Measurement Month 2021 – A roundup of our measurement insight

It’s AMEC (Association for Measurement and Evaluation of Communication) Measurement Month this month and at PR Agency One we’re mad on measurement, so what better time than to bring all our insightful resources on the topic together in one place.

Measurement is crucial to PR because it enables the evaluation of success and demonstrates the value of the PR activities taking place. Measurement, evaluation and reporting enables us to maximise the effectiveness of our work. We can anaylse what creates great results and what needs improvement and showcase the real power of PR and its role in meeting commercial and reputational goals. Evaluation allows for informed decisions to be made and provides proof that things are moving in the right direction.

AMEC Framework and our measurement offering

PR Agency One was founded on the need for better measurement in the PR industry so it’s only right that we would have a state-of-the-art measurement offering. Our award-winning integrated evaluation system is called OneEval and is built around the AMEC Framework.

We have previously discussed what the framework is and how it can be used in a previous blog post, and it’s still as relevant today. It’s a whistle-stop tour of what it involves, why it’s important, and how it can be used by PR professionals.

OneEval – our proprietary evaluation system – can be designed to meet differing priorities as we recognise that clients seek PR for all sorts of reasons, be it reputation, brand or commercial. It’s also based on an extended version of the Barcelona Principles, the first standardised framework for PR and communications measurement.

Barcelona Principles 3.0

Now in their third iteration, the Barcelona Principles 3.0 outline basic standards of PR measurement and represent an international industry-wide consensus. Our previous blog post discusses how they have evolved over the years with the aim of promoting inclusion, impact and integrity within communications evaluation.

Measurement isn’t only fundamental to traditional PR but also to digital PR, we’ve discussed this in a previous blog titled how to measure digital PR and SEO. Turning the attention away from links alone, this post discusses the importance of using the tools available, such as Google Analytics, SEM Rush and the interactive AMEC Framework to measure outcomes.

If you want to see our measurement offering in action, look no further than this PR case study on our work with Duologi. This blog applies the AMEC Framework to the successful campaign we created with Duologi and highlights the importance of being able to demonstrate the impact of campaign activity through measuring aspects like increased brand awareness and organic traffic.

If all of that hasn’t persuaded you that we know a thing or two about measurement, then perhaps the award wins will. In 2019, we won the PRCA Digital Best use of Reporting and Measurement in a Campaign Award and the Gold Innovation Award for New Measurement Methodologies at the AMEC Awards in Prague. Since then, we have scooped four AMEC awards in 2020 and 2021.

For more information on our measurement offering and how we can help you see the value of PR, visit our measurement section.

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