CIPR

I've been a bit remiss on the blog front recently, but for good reasons. Between the appointment of our new CEO Jane Wilson, the launch of our public sector communicator campaign and Future Leaders Forum, the kick-off of our PRide Awards, consultation with the ASA, our first live Presidential debate on CIPR TV and a host of other activities, I've also been closely involved with the development of our updated research, planning and measurement Toolkit and guidance for Members (non-members can read a short excerpt to get a feel for the content).

Building on our previous Toolkits, it's designed to help practitioners plan and evaluate / communicate the value of their work. Once again, we have placed as much emphasis on the research and planning elements of the Toolkit as we have on the measurement. One can't happen without the other, but in the broader measurement debate, the two often get separated. And as you would expect following our vocal support of the Barcelona Principles, there is a clear focus on measuring outcomes, not outputs.

Accompanying the Toolkit is a range of 'introductions to…' and case studies measuring different types of PR campaigns, from public affairs and crisis communications to internal communications. We have tips on how to tie PR measurement into wider organisational activities, advice on how to work with an evaluation company and a rich resource of glossaries, reading lists and descriptions of concepts such as Market Mix Modelling.

The guidance was a collective effort, with practitioners (and non-practitioners in some cases) from very different organisations participating in a series of round tables, some developing specific content (such as measuring the financial value of PR and Market Mix Modelling), teams sharing examples of work and of course we have had input from AMEC, who have been a great support. My thanks to all.

We are also supporting AMEC's upcoming conference 'PR Measurement Metrics – From Concept to Implementation Reality' on 17 November 2010 and will contribute to AMEC's consultation on new measurement metrics – alternatives to AVE, which, once launched, will form part of our guidance. We have a great team of global measurement experts feeding into the consultation and I'm sure the conference will be both lively and informative.

One thing is clear from all the meetings, discussions and research and that is there is no magic measurement bullet, no one-size-fits-all super formula that delivers a number. However, there are core principles that apply across the board, a real sense of momentum behind the measurement debate and a global, collective effort to make real progress. I'm feeling hopeful.