PRIMER: Introduction to PR Planning, launched during Measurement Month 201927th November 2019/in AMEC Measurement Methodologies, News, Training and education AMEC, CARMA, Gemma Moroney, Johna Burke, Mischief PR, Richard Bagnal/by Julie WilkinsonAMEC, in conjunction with Mischief PR has launched the first phase of a new resource while the professional discipline of planning is over 50 years old in advertising, it is still relatively new in PR. Strategic campaign planning should be a critical, inseparable part of measurement and evaluation. But too often, it‘s a missing component, limiting the ability for PR and Communications to demonstrate impact. The new AMEC Primer: Planning Guide, produced by ENGINE Mischief with AMEC, demonstrates how we can move from “writing a plan”, to Planning being the voice of the audience (and their influences), the guardian of effectiveness, and seller of ideas. It explores how Planning can help overcome some of the common challenges both agencies and in-house communications professionals face, including: Ensuring that effective measurement and evaluation is considered at the beginning of a campaign. Focusing on key objectives and desired outputs, and avoiding a scattergun approach to communications. Considering the most appropriate timeframe for analysis, and guarding against short-termism. The AMEC This free primer guide provides an introduction to‘account planning’ and how it can be specifically applied for PR and communications. It also offers guidance on how to use our freely available AMEC Integrated Framework as a planning model. Together, they form the start of a resource from which the whole industry should be able to benefit. Over the next six months, our aim is to invite peer review of this primer from AMEC’s global chapters, building it out further into a truly global resource that can be unveiled at our next summit, in Vienna. It marks the start of a new set of resources for AMEC, which will also include a strategic planning guide, developed with our education partners. We very much look forward to collaborating with the industry on this and providing more of the best practice AMEC is famed for. https://amec.blazedev.co.uk/wp-content/uploads/2019/11/AMEC-Measurement-Month-2019.jpg 430 1000 Julie Wilkinson https://amec.blazedev.co.uk/wp-content/uploads/2021/01/AMEC-25.png Julie Wilkinson2019-11-27 10:25:082019-11-27 10:56:30PRIMER: Introduction to PR Planning, launched during Measurement Month 2019