The CIPR is committed to developing the skills and knowledge of members and the wider PR profession. This research, planning and measurement guidance is designed as a practical resource tool to provide the building blocks to plan and measure PR campaigns.
Guidance for members includes a toolkit that focuses on research, planning and evaluation including new guidance on social media, measuring the financial value of PR and looking beyond outputs to evaluate outcomes. There are also introductions to and case studies on how to measure different types of PR activity, including Public Affairs, Internal Communications and Crisis Communications.
Guidance for non-members includes a short overview of the research, planning and measurement process and a new addition to the 2010 toolkit – measuring social media, with a glossary of social media terms.
This guidance was further updated by our social media panel who have written new guidance on how to measure the social media element of PR campaigns.
The CIPR's goal is to build on this guidance, with our members, by bringing together best practice examples and new guidance. Those who wish to contribute case studies or examples of best practice should contact Andrew Ross, CIPR Policy & Communications Officer.
AMEC's Lisbon summit June 2011 begins to set agenda for measurement
Dr Jon White, a Fellow of the Institute, recently attended the AMEC Lisbon conference on behalf of the CIPR. Below are his thoughts on the conference.
The third European summit on measurement, hosted by the International Association for Measurement and Evaluation of Communication, concluded in Lisbon on 10 June 2011 with suggestions for a measurement agenda for communications practice going forward to 2020.
Delegates at the summit voted on priorities for the agenda to focus on measurement of social media, ROI, and the education of clients regarding needs for measurement and evaluation of communication. The priorities developed out of a pre-conference survey and the views of experts at the conference.
Earlier workshops at the conference, held over three days in Lisbon, returned to the measurement principles set out last year in Barcelona. Among other topics, the workshops looked more closely at goal setting in programme management, and new valid metrics to replace AVEs. An important workshop session began to get to grips with the difficulties of measuring social media.
Several case study presentations looked at approaches to measurement taken by FedEx, Microsoft, Facebook and Oxfam. Claire Hutchings, global advisor on monitoring, evaluation and learning (campaigns and advocacy) for Oxfam, said in her presentation that Oxfam simply incorporates measurement and evaluation into everyday management practice.
Mike Daniels, chairman of AMEC, in a session asking how public relations professionals could be encouraged to take measurement more seriously, said that clients for measurement services are demanding more insight from research, and communication measurement practitioners will have to 'up their game' to meet these demands.
An informative piece on the AMEC conference is available via the Holmes Report website and impressions of the summit can be gained from a search on the Twitter hashtag: #AMEC2011.
