CIPR

The Chartered Institute of Public Relations (CIPR) today reasserts the value of a disciplined approach to research, planning and objectives setting with the launch of new social media measurement guidance.

Written by a team of social media and public relations experts, the guidance provides members with the most up-to-date thinking on social media measurement. It stresses the importance of tailoring a measurement model to the specific needs of a campaign or plan and integrating this into the overall planning process.

CIPR CEO Jane Wilson says:

What better way to kick start the CIPR's 'Social Season' than with a continued focus on measurement and evaluation? No longer the new kid on the block, social media engagement is a fundamental and integrated part of most Public Relations activity today and our guidance shows how it can and should be measured.

But as our guidance explains, measurement should not just be about tracking, or trying to understand how influential any particular commentator or participant is. It is about identifying what conversations the organisation should participate in and understanding how engagement can help an organisation meet its objectives. This will be a hot topic at our first Social Media Conference of the year on 11th April.

CIPR social media measurement group chair Philip Sheldrake says:

The AVE (advertising value equivalent) approach to PR measurement and evaluation was simple - and utterly wrong. It's a specious sum based on false assumptions using an unfounded multiplier and only addressing a fraction of the PR domain – a greater waste of time and effort you couldn't hope to find. Measurement and evaluation is essential, but requires real strategic understanding, diligence and perseverance. For me, it represents yet another distinction between the 21st Century PR professional and the 20th Century practitioner.

This guidance complements the CIPR's Research, Planning and Measurement Toolkit (launched October 2010) and feeds into the Institute's upcoming social media guidance (April 2011). It draws together the CIPR's best practice insights and the Association for Measurement and Evaluation of Communication (AMEC) valid metrics.

It can be accessed via the CIPR's research, planning and measurement pages and will also be available to non-members for a limited period (until 11 April). It will thereafter be incorporated in new Social Media Guidance for members to be launched at the CIPR's Social Media Conference (11 April).

ENDS

For further information, contact Claire Wheatcroft on 020 7631 6920 or clairew@cipr.co.uk.

Notes to editors

This guidance has been developed by:

• Adam Paulisick – Qriously
• Barry Leggetter – AMEC
• Katie Delahaye Paine – KD Paine and Partners
• Marcus Gault – Precise
• Marshall Sponder – Web Analytics Guru
• Philip Sheldrake (Chair) – Influence Crowd, Meanwhile
• Tim Marklein – Weber Shandwick

About the CIPR's Social Media Conference, 11 April

From planning and market research to getting the best from new technology, the CIPR has gathered a panel of experts to guide practitioners through the latest trends and practice in social media. With a focus on measurement and evaluation, there will also be a live CIPRTV show allowing delegates and viewers to interact with this special conference edition. Find out more from our dedicated web page or book now via our Eventbrite booking page.

About the CIPR

The CIPR is the professional body for PR practitioners in the UK. With 9,500 members involved in all aspects of PR, it is the largest body of its type in Europe. The CIPR advances the PR profession in the UK by making its members accountable through a code of conduct, developing policies, representing its members and raising standards through education and training.