PR measurement and evaluation – it’s on everyone’s CPD list!
It’s something PR has struggled with for years, as we throw AVEs to the side and move on with a more strategic approach to measurement and evaluation, but still, many practitioners don’t do it well, or some, at all.
In a post on CIPR’s Influence, Sarah Hall said: “Practitioners need to demonstrate the value of campaign activity and how it helps businesses achieve their commercial objectives if PR is to step up as a profession and thrive. PR’s credibility and influence will only be widely accepted once we can prove its contribution to strategic business decision-making and organisational success.
“Good measurement is also an indicator of how good a practitioner you actually are.” Read the full post here.
We’re fortunate that sponsor, Jerry Ward from Press Data, is also a Director of AMEC, (The International Association for Measurement and Evaluation of Communication) the global trade body for communications research and business intelligence. AMEC now has 145 members in over 42 countries. Jerry will come from AMEC’s summit, this year being held in London, and will update attendees on the news and learnings on measurement and evaluation. Attendees will participate in a workshop which will demonstrate how to make measurement relevant in businesses and organisations.
The workshop takes place on the morning of Friday, 17 June. Tickets available here. By attending the morning session at The PRofessionals you can gain 5 CPD points. By attending the full day you can get 10 points and both days, 20 points!
Also related: Stuart Bruce wrote an interesting piece for CIPR’s Influence about ‘PR measurement by valuing intangible assets – brand and reputation‘. It’s a completely different way of looking at measuring success.
You can view AMEC’s online measurement guide here. It was updated in October 2015. You’ll find best practice, case studies and top tips.