{"id":4187,"date":"2019-01-21T12:11:24","date_gmt":"2019-01-21T12:11:24","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/nb\/?page_id=4187"},"modified":"2024-11-25T16:50:09","modified_gmt":"2024-11-25T16:50:09","slug":"expert-opinion","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/nb\/home\/supporting-material\/expert-opinion\/","title":{"rendered":"Expert Opinion"},"content":{"rendered":"<div class='clear'><\/div><div id='sub_menu1'  class='av-submenu-container av-3ztg4d7-9029ebf7cedae689ca97295f6792e426 main_color  avia-builder-el-0  el_before_av_section  avia-builder-el-first  side-menu av-sticky-submenu container_wrap fullsize' style='z-index:301' ><div class='container av-menu-mobile-disabled av-submenu-pos-center'><ul id='av-custom-submenu-1' class='av-subnav-menu' role='menu'>\n<li class='menu-item av-e6aptn-820faa87611ce087a50660bbd050e949 menu-item-top-level menu-item-top-level-1' role='menuitem'><a href='#proving-value'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>PROVING VALUE IN AN INTEGRATED WORLD<\/span><\/a><\/li>\n<li class='menu-item av-3ve7ycb-f0c570ccb46cd00443a3e824395336e2 menu-item-top-level menu-item-top-level-2' role='menuitem'><a href='#why-measurement-matters'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>WHY MEASUREMENT MATTERS<\/span><\/a><\/li>\n<li class='menu-item av-3ujimob-c2fa08d4f0b55655882c8f4b00f1dd68 menu-item-top-level menu-item-top-level-3' role='menuitem'><a href='#the-pesco-channel'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>THE PESO CHANNELS.<\/span><\/a><\/li>\n<li class='menu-item av-3s0m617-04a251808f1bd119197294c97e4f27ef menu-item-top-level menu-item-top-level-4' role='menuitem'><a href='#performance-public-relations'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>PERFORMANCE PUBLIC RELATIONS<\/span><\/a><\/li>\n<li class='menu-item av-3qbr8kr-05d32e01e927bae1715dbb6607fab8d5 menu-item-top-level menu-item-top-level-5' role='menuitem'><a href='#if-your-failing'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>\u2018IF YOU\u2019RE FAILING TO PLAN, YOU\u2019RE PLANNING TO FAIL\u2019<\/span><\/a><\/li>\n<li class='menu-item av-3pbwat7-be8f745aad9c93c5ec2cfc8625aace87 menu-item-top-level menu-item-top-level-6' role='menuitem'><a href='#top-tips'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>TOP TIPS FOR PLANNING AND SETTING TARGETS<\/span><\/a><\/li>\n<li class='menu-item av-3nxzyln-ed87b134dc677ebb83580112c2d378ce menu-item-top-level menu-item-top-level-7' role='menuitem'><a href='#measuring-reputation'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>MEASURING REPUTATION<\/span><\/a><\/li>\n<li class='menu-item av-3m9z93v-3a2cf1838ead4723d58db8920d88b10b menu-item-top-level menu-item-top-level-8' role='menuitem'><a href='#effectiveness-story'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>TELLING THE EFFECTIVENESS STORY<\/span><\/a><\/li>\n<li class='menu-item av-cr7iej-917bd0a075b69c3e0fa7c3e99f678f70 menu-item-top-level menu-item-top-level-9' role='menuitem'><a href='#conclusion'  ><span class='avia-bullet'><\/span><span class='avia-menu-text'>CONCLUSIONS<\/span><\/a><\/li>\n<\/ul><\/div><\/div><div class='sticky_placeholder'><\/div>\n<div id='proving-value'  class='avia-section av-3iwvgy3-930000425cd994e9683a97414e2c860f main_color avia-section-default avia-no-shadow  avia-builder-el-1  el_after_av_submenu  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3h2as2z-aaec2fba6a555ed0db3b2f5e087d5674\">\n.flex_column.av-3h2as2z-aaec2fba6a555ed0db3b2f5e087d5674{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3h2as2z-aaec2fba6a555ed0db3b2f5e087d5674 av_one_third  avia-builder-el-2  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3f9mgmz-1239bc52277ba2a33083df12388ff5c3\">\n.flex_column.av-3f9mgmz-1239bc52277ba2a33083df12388ff5c3{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3f9mgmz-1239bc52277ba2a33083df12388ff5c3 av_two_third  avia-builder-el-3  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-3cxewu3-1b2f39ca2b5c933dbed2c59be9d39f8f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>PROVING VALUE IN AN INTEGRATED WORLD<\/h2>\n<div id=\"u4637-6\" class=\"clearfix colelem shared_content\" data-content-guid=\"u4637-6_content\">\n<h3 id=\"u4637-4\">WHY WE NEED TO MOVE FROM MEASURING OUTPUTS ONLY<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3bhymqj-2ea9839128cef90975a557c13cd3280f\">\n#top .hr.av-3bhymqj-2ea9839128cef90975a557c13cd3280f{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-3bhymqj-2ea9839128cef90975a557c13cd3280f .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-3bhymqj-2ea9839128cef90975a557c13cd3280f hr-custom  avia-builder-el-5  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-3a3j7sr-bf2f4d2f428ff970c6ba91466c91b9c2  avia-builder-el-6  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-90 avia-img-lazy-loading-not-90 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg\" alt='Richard Bagnall'  itemprop=\"image\"   height=\"92\" width=\"92\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1.jpg 92w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-80x80.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-1-36x36.jpg 36w\" sizes=\"(max-width: 92px) 100vw, 92px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/richardbagnall<\/span><a href='https:\/\/twitter.com\/richardbagnall' class='avia-team-icon av-38l6c9n-6cc03f37f8c6caeb6b7107497b2de8d7 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'  target='_blank' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Richard Bagnall<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Board Director AMEC,<br \/>\nCEO PRIME Research UK<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-36d16iz-a8ec58a1be0bfdddd74564d66c6512bc '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u4634-2\">There are a number of reasons for why the industry needs to move on from its past focussed on content analysis as a proxy for measurement of communications activity. Like it or not, we live in a world where many of the metrics that were relied on in the past to measure communication effectiveness are losing their relevance.<\/p>\n<p id=\"u4634-4\">The media universe is expanding in terms of channels and outlets, but contracting in terms of audience and attention. As channels fragment across paid, earned, shared and owned, counting the old output metrics alone like volume, impressions and reach accurately and meaningfully is becoming more and more difficult.<\/p>\n<p id=\"u4634-6\">Not only is there the challenge of sourcing accurate data from media that in some cases keeps this information private, but in the online world many of the numbers returned are easy to gain and cheat. As a result, volumes and impressions can no longer be looked upon as particularly meaningful metric much beyond being interpreted as essentially an index.<\/p>\n<p id=\"u4634-8\">At the Norwegian annual PR Conference in March 2016 I gave a short 20 minutes presentation where I elaborate on this further \u2013 and don\u2019t worry, it\u2019s in English!<\/p>\n<\/div><\/section><br \/>\n<br \/>\n<section  class='av_textblock_section av-b7zrrf-d11340b8ddaef2088ad27495b3c992ac '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u4635-2\">When these challenges are coupled with the new reality of the integrated world where PRs are expected to be comfortable working across paid, owned, shared and earned media it is clear that we need to move our thinking on. We must move from basic output counting alone to proving the value of our efforts by looking at the outtakes and outcomes that are derived from our work.<\/p>\n<p id=\"u4635-4\">AMEC\u2019s Integrated Evaluation Framework does exactly this \u2013 it sets out a clear and easy to follow method for telling the story of great PR from objectives to target audiences, to planning, targets, activities, outputs, outtakes outcomes and business impact. Only when the PR sector looks to measure the entirety of its effect will it be able to answer key questions about its performance in meaningful and credible ways.<\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='why-measurement-matters'  class='avia-section av-32f1aqz-1ffb44daead850d22b0d0dc6f70a9eaa main_color avia-section-default avia-no-shadow  avia-builder-el-10  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-306gpgb-4e6ed10e3ae33f8227c965f7df16495a\">\n.flex_column.av-306gpgb-4e6ed10e3ae33f8227c965f7df16495a{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-306gpgb-4e6ed10e3ae33f8227c965f7df16495a av_one_third  avia-builder-el-11  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2zaeat7-2ec16c282b7bc213d15b29506ba9f3dd\">\n.flex_column.av-2zaeat7-2ec16c282b7bc213d15b29506ba9f3dd{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2zaeat7-2ec16c282b7bc213d15b29506ba9f3dd av_two_third  avia-builder-el-12  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-2wngqej-1f441db66a5d1c9786d9aa576f439305 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>WHY MEASUREMENT MATTERS<\/h2>\n<h3>THE GLOBAL PR AGENCY VIEW<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2ushguj-45ccd5baad52ca0d4ec2b6d67844dcb6\">\n#top .hr.av-2ushguj-45ccd5baad52ca0d4ec2b6d67844dcb6{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-2ushguj-45ccd5baad52ca0d4ec2b6d67844dcb6 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-2ushguj-45ccd5baad52ca0d4ec2b6d67844dcb6 hr-custom  avia-builder-el-14  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-2uc49ff-1061c44a300f89a58429d73c18fda5d5  avia-builder-el-15  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-91 avia-img-lazy-loading-not-91 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg\" alt='Giles Peddy'  itemprop=\"image\"   height=\"79\" width=\"81\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team.jpg 81w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-80x79.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/giles-peddy-meet-the-team-36x36.jpg 36w\" sizes=\"(max-width: 81px) 100vw, 81px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/GilesPeddy<\/span><a href='https:\/\/twitter.com\/GilesPeddy' class='avia-team-icon av-2ri4x7v-f811ac945722dcd3972a40fab335aeac twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Giles Peddy<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Group Managing Director<br \/>\nUK, LEWIS<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-2prk9jf-510f475b0e24c846128c39cf573ab6f8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u5077-2\">For many years, the word measurement would send communication professionals running for the hills. Or for a drink. I can almost see it now. A shuffling of papers, a cough, and a playing with that lever on the chair that seems to have no discernable function. Anything to avoid the uncomfortable truth that we have not been great at measurement.<\/p>\n<p id=\"u5077-4\">But the winds have been changing in the last few years. The increasing recognition of the strategic value of communications in the boardroom, as well as ever growing demands for budget justification needing to be linked to business impact has seen measurement become more important.<\/p>\n<p id=\"u5077-6\">However, I would still argue that the lack of process, methodology, standards or a clear taxonomy of what constitutes good measurement has held the industry back. This is particularly the case inside agencies which more often than not do much of the measurement and evaluation work (in collaboration with third party suppliers).<\/p>\n<p id=\"u5077-8\">This low adoption of a clear measurement framework means that in many cases the measurements are focused on the PR outputs and PR outcomes. But what about the business outcomes? How has this campaign or activity impacted awareness? Has it increased advocacy? Has it seen a shift in end-user adoption? Has it led to an increase in demand for the product or service?<\/p>\n<p id=\"u5077-10\">This level of measurement is still in the minority (albeit growing). But in my opinion, and this is an agency perspective after all, we must always be asking and most importantly answering the simple question &#8211; \u2018how is this work going to help my clients business?\u2019<\/p>\n<p id=\"u5077-12\">Whatever the business objective is, that is what should be focused on, and measured. By knowing what matters to the business means we will be better placed to build the relevant metrics framework.<\/p>\n<p id=\"u5077-14\">This is why the the new Interactive Valid Metrics Framework by the International Association for the Measurement and Evaluation of Communication (AMEC) is so vital for agencies (and client-side teams) to embrace and adopt. The new interactive framework gives users a clear methodology and taxonomy to develop a clear, measureable communications plan, and evaluate its success. It gives users of the tool a clear journey, and most importantly a way to demonstrate the business impact.<\/p>\n<p id=\"u5077-16\">Many will say that to show business outcomes, you need to get data from many parts of the organization. Yes, you do. But by using the interactive tool, at least you know what those measures might be, who may own them, and how they fit into the integrated communications efforts you are so often espousing to your clients that you deliver!<\/p>\n<p id=\"u5077-18\">And so this is why clients need to \u2018show us the data\u2019. If we have access to the data we can measure our work in a much more strategic manner. It presents opportunities for skilled professionals to unearth new insights that might inform a campaign, change approach, and drive more impact.<\/p>\n<p id=\"u5077-20\">Of course, it is hard sometimes to show what each individual piece of the marketing mix delivered, but more often than not using the right tools can give you a good idea. Ultimately, where there&#8217;s a clear framework, there is a way.<\/p>\n<p id=\"u5077-22\">So while the conversation around measurement can seem uncomfortable for many: I say don\u2019t let it be. Put it front and centre, and use it to drive really good business conversations. Use the new Interactive Valid Metrics from AMEC as your compass. The winds of change are happening. Set your sails and move forwards into a new world of measurement.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/p>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='the-pesco-channel'  class='avia-section av-2ofmfwr-ad1ee886704080e7cafe6826605a768d main_color avia-section-default avia-no-shadow  avia-builder-el-17  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2mxocsb-96e31ca254336e670ba91e65dadc8341\">\n.flex_column.av-2mxocsb-96e31ca254336e670ba91e65dadc8341{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2mxocsb-96e31ca254336e670ba91e65dadc8341 av_one_third  avia-builder-el-18  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2lhf50r-5dbd2c3e1d477164b6fac793fc8b09a3\">\n.flex_column.av-2lhf50r-5dbd2c3e1d477164b6fac793fc8b09a3{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2lhf50r-5dbd2c3e1d477164b6fac793fc8b09a3 av_two_third  avia-builder-el-19  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-2j8t1pn-5f1b1b138535a6812ea0a97b3fe88eaa '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h2 id=\"u5962-2\">THE PESO CHANNELS.<\/h2>\n<h3 id=\"u5962-4\">WHAT ARE THEY AND WHY THEY MATTER<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8zp94b-2e4a7d738ac3f0195a3dcd2564361665\">\n#top .hr.av-8zp94b-2e4a7d738ac3f0195a3dcd2564361665{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-8zp94b-2e4a7d738ac3f0195a3dcd2564361665 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-8zp94b-2e4a7d738ac3f0195a3dcd2564361665 hr-custom  avia-builder-el-21  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-8vyfq3-401e76daaa80f7876612654709b89aa0  avia-builder-el-22  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-93 avia-img-lazy-loading-not-93 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/gini-dietrich.jpg\" alt='Gini Dietrich'  itemprop=\"image\"   height=\"100\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/ginidietrich<\/span><a href='https:\/\/twitter.com\/ginidietrich' class='avia-team-icon av-2ewbosb-bbdce8c5da346f8f0e2b29ae838aabc8 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Gini Dietrich<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>CEO<br \/>\nArment Dietrich Inc<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-2dgkovv-90c972abf5944e5d62d6bedc30e89fca '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u5992-5\">According to <a class=\"nonblock\" href=\"http:\/\/www.biography.com\/people\/henry-ford-9298747\" target=\"_blank\" rel=\"noopener noreferrer\"><span id=\"u5992-2\">Henry Ford<\/span><\/a>, \u201cComing together is a beginning; keeping together is progress; working together is success.\u201d This can be applicable to every kind of work environment, including PR firms or communications departments. But it\u2019s not applicable solely to organizations; it also can apply to \u00a0a communications strategy.<\/p>\n<p id=\"u5992-10\">That is why the <a class=\"nonblock\" href=\"http:\/\/spinsucks.com\/communication\/pr-pros-must-embrace-the-peso-model\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span id=\"u5992-7\">PESO model<\/span><\/a> was born. It stands for paid, earned, shared, and owned media and it takes an integrated approach to communications so we can measure our efforts to things organizations really care about, such as more customers, increased revenues, better profits, or new donors. It\u2019s time for our efforts to be seen as an investment versus an expense, and the PESO model\u2014when used correctly\u2014will get you there.<\/p>\n<p id=\"u5992-12\">Unlike a car manufacturing assembly line, you\u2019re going to start at the end\u2026or with owned media.<\/p>\n<p id=\"u5992-14\">In today\u2019s world, almost nothing works without owned media in the center of your communications program. Journalists want to know that your experts have been published in other places. You don\u2019t have anything to share on social media without owned media. You don\u2019t have much to advertise online if you don\u2019t have content to boost. And email marketing is a marked with an audible thud if you aren\u2019t sharing something of value.<\/p>\n<p id=\"u5992-16\">It is the center to everything you do and it\u2019s impossible to have an integrated program without it.<\/p>\n<p id=\"u5992-18\">Once you have a robust library of owned media, it\u2019s time to shout it from the rooftops. In 2016, that means using shared media (social networks) for distribution and promotion.<\/p>\n<p id=\"u5992-20\">There\u2019s a new social media platform popping up every day, and you don\u2019t have to be on all of them. In fact, you shouldn\u2019t be on all of them. Do your research and establish your presence on the ones that make sense to your goals.<\/p>\n<p id=\"u5992-22\">We\u2019re working backwards, so earned media should be next, but it\u2019s actually last. The next channel to focus on is paid media, which is exactly what it sounds like. This is your chance to amplify your message with advertising and reach new audiences for as little as $5 per day on each platform. Facebook, LinkedIn, and Twitter have their own native advertising options, and they usually offer coupons for first timers, which is even more incentive to give it a try.<\/p>\n<p id=\"u5992-24\">You don\u2019t want to put money behind every single post, so test it out once a month on each platform. There are, of course, other ways to get amplification for your owned media, such as email marketing, guest blogging, or contributed content.<\/p>\n<p id=\"u5992-26\">Speaking of influencers,now it\u2019s time to talk about earned media. No stranger to communicators, the relationships you earn are valuable for third-party credibility.<\/p>\n<p id=\"u5992-28\">The power of word-of-mouth is undeniable, which is why earned media is a crucial part of gaining authority. These relationships take time, trust, and due diligence, so earned media may not give you immediate results, but when integrated with the other media types, will give you results more quickly than if used alone.<\/p>\n<p id=\"u5992-33\">The PESO model isn\u2019t a one-size-fits-all strategy, but like the assembly line, it <a class=\"nonblock\" href=\"http:\/\/mashable.com\/2014\/12\/05\/public-relations-industry\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span id=\"u5992-30\">requires all of the channels to work together<\/span><\/a> to garner real business results.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='performance-public-relations'  class='avia-section av-2bf6dff-587ab99752c4721d530703a03925ca25 main_color avia-section-default avia-no-shadow  avia-builder-el-24  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2aib14b-a30c2ff990041ddc5ab97d19e71e9254\">\n.flex_column.av-2aib14b-a30c2ff990041ddc5ab97d19e71e9254{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2aib14b-a30c2ff990041ddc5ab97d19e71e9254 av_one_third  avia-builder-el-25  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-28tqtgr-812b61256254bb09af48de84b257a4d3\">\n.flex_column.av-28tqtgr-812b61256254bb09af48de84b257a4d3{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-28tqtgr-812b61256254bb09af48de84b257a4d3 av_two_third  avia-builder-el-26  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-26p31m3-e3ae4c6a38fd9a8a1bf867db755dd184 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">PERFORMANCE PUBLIC RELATIONS<\/h2>\n<p id=\"u6003-4\">DIGGING OUT DATA FROM SILOS WITHIN YOUR ORGANISATION IS CRITICAL TO HIGH PERFORMANCE PUBLIC RELATIONS.<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-25py1hn-f853c146016d120bb30d6b31770bb2ef\">\n#top .hr.av-25py1hn-f853c146016d120bb30d6b31770bb2ef{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-25py1hn-f853c146016d120bb30d6b31770bb2ef .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-25py1hn-f853c146016d120bb30d6b31770bb2ef hr-custom  avia-builder-el-28  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-22moc8r-14eb849fee47f032f2d585916823cdd2  avia-builder-el-29  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-94 avia-img-lazy-loading-not-94 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg\" alt='Stephen Waddington'  itemprop=\"image\"   height=\"79\" width=\"79\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington.jpg 79w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/stephen-waddington-36x36.jpg 36w\" sizes=\"(max-width: 79px) 100vw, 79px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/wadds<\/span><a href='https:\/\/twitter.com\/wadds' class='avia-team-icon av-21aj89n-812ca97da82bea9ec18964e41723fdf6 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Stephen Waddington<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Chief Engagement Officer<br \/>\nKetchum<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-20hymy3-53b8504f9ee5a75c25c8ccfe0d66678e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u6033-2\">There\u2019s a belief in public relations that measuring our work is expensive. Lack of budget is frequently cited as the reason for lousy measurement.<\/p>\n<p id=\"u6033-4\">But the bigger cost to your organisation\u2019s performance, and your own development, is not measuring the success of your work.<\/p>\n<h4 id=\"u6033-6\">MEASURE ORGANISATIONAL PERFORMANCE, NOT MEDIA<\/h4>\n<p id=\"u6033-8\">The public relations measurement business has been built on traditional media metrics. These are no longer fit for purpose. At best they represent a poor proxy for business performance.<\/p>\n<p id=\"u6033-10\">As practice shifts from traditional media as the primary form of public relations engagement, to a variety of digital and social media the business is getting smarter at measurement.<\/p>\n<p id=\"u6033-12\">Paid, earned, owned and share media all leave an audit trail that can be interrogated.<\/p>\n<p id=\"u6033-14\">Our opportunity is to define robust objectives, outputs, and outcomes for a campaign, and then to overlay a measurement framework and tools.<\/p>\n<p id=\"u6033-16\">We now have access, unlike ever before to data sources and tools to measure outputs, and outcomes.<\/p>\n<h4 id=\"u6033-18\">DIG OUT DATA FROM DEPARTMENTAL SILOS<\/h4>\n<p id=\"u6033-20\">The challenge is that data is frequently buried in silos within an organisation. Departmental budgets and political demarcation take priority over demonstrating performance.<\/p>\n<p id=\"u6033-22\">I would urge you to around the silos without your organisation, and dig it out the data. Public relations needs to work with customer service, marketing and human resources.<\/p>\n<p id=\"u6033-24\">Here are 30 places that you can seek out data within your organisation as the basis of a robust measurement framework.<\/p>\n<h4 id=\"u6033-26\">INTERMEDIARY OUTCOMES<\/h4>\n<div id=\"u6033-96\" class=\"ts-Default-Link-Style--copy clearfix grpelem shared_content\" data-content-guid=\"u6033-96_content\">\n<ol id=\"u6033-87\" class=\"list0 nls-None\">\n<li id=\"u6033-28\">Article \u2013 volume of earned third party branded articles or posts. Link to outcomes, useful for benchmarking against previous campaign.<\/li>\n<li id=\"u6033-30\">Attendance \u2013 consumers or citizens attending an event such as a conference, roundtable, or public meetings.<\/li>\n<li id=\"u6033-32\">Branded search \u2013 increase in search activity around a brand as a result of public relations activity.<\/li>\n<li id=\"u6033-34\">Conversation \u2013 link to an organisational outcome otherwise it\u2019s a vanity metric, like so much of the social media measurement business.<\/li>\n<li id=\"u6033-36\">Download \u2013 a form of lead that results from a call to action. Capture data for ongoing engagement or remarketing.<\/li>\n<li id=\"u6033-38\">Dwell time \u2013 time spent on a web page. Useful to distinguish between raw traffic and whether a visitor has read the content on the page.<\/li>\n<li id=\"u6033-40\">Email click through \u2013 used to determine whether an email recipient has received and acted upon a call to action.<\/li>\n<li id=\"u6033-42\">Followers \u2013 building an audience or public as part of a branded community. Rate of growth is also a useful indicator.<\/li>\n<li id=\"u6033-44\">Hits or views \u2013 an indicator of a visit to a web page but beware of fake or irrelevant traffic. Use in conjunction with dwell time as an indicator of actual engagement.<\/li>\n<li id=\"u6033-46\">In-bound links \u2013 quality and volume of inbound links to a predefined URL. Relate to traffic. Frequently used in search campaigns.<\/li>\n<li id=\"u6033-48\">Like \u2013 this is frequently a vanity metric of social media but useful as an indicator if there\u2019s a correlation to another intermediary or an organisational outcome.<\/li>\n<li id=\"u6033-50\">Referral traffic \u2013 traffic from third-party websites, typically used downstream in conjunction with inbound links.<\/li>\n<li id=\"u6033-52\">Reviews \u2013 a form of third party validation that is finding its way from the hospitality and travel sectors into other industries.<\/li>\n<li id=\"u6033-54\">Sentiment \u2013 good or bad is usually all you need to know unless you working on shifting opinion on an issue over a period of time.<\/li>\n<li id=\"u6033-56\">Share of voice \u2013 volume of conversation in social or traditional media for an organisation vs competitive organisation.<\/li>\n<li id=\"u6033-58\">Sharing volume \u2013 rate of sharing on social media via different channels. Link channels to behaviour and outcomes.<\/li>\n<li id=\"u6033-60\">Unbranded search \u2013 uplift or contribution to search activity around a term as a result of public relations activity.<\/li>\n<li id=\"u6033-62\">Footfall \u2013 how many people have travelled or visited a location, frequently used in travel, tourism and hospitality.<\/li>\n<\/ol>\n<div id=\"pu6033-96\" class=\"clearfix colelem\">\n<div id=\"u6038-4\" class=\"ts-Default-Link-Style--copy clearfix grpelem shared_content\" data-content-guid=\"u6038-4_content\">\n<p id=\"u6038-2\"><strong>ORGANISATIONAL OUTCOMES<\/strong><\/p>\n<\/div>\n<\/div>\n<ol id=\"u6033-87\" class=\"list0 nls-None\" style=\"counter-reset: section;\">\n<li id=\"u6033-64\">Attitudinal change \u2013 a variety of pre and post survey techniques are used to test for change in opinion. Popular in political polling.<\/li>\n<li id=\"u6033-66\">Awareness \u2013 engagement of a public that was otherwise unaware of an issue, product or service. Tested via a variety of survey techniques.<\/li>\n<li id=\"u6033-68\">Behavioural change \u2013 social economic improvements such as reductions in antisocial behaviour, tested via longitudinal tracking.<\/li>\n<li id=\"u6033-70\">Business process \u2013 improvement in productivity, typically due to internal communications, and training.<\/li>\n<li id=\"u6033-72\">Conversions \u2013 typically sales, but also applies in other organisational activities, that can be attributed to public relations activity.<\/li>\n<li id=\"u6033-74\">Financial performance \u2013 track the role of public relations in supporting a financial metric such as shareprice or valuation.<\/li>\n<li id=\"u6033-76\">Internal \u2013 a series of metrics including improved recruitment, retention and productivity, and reduced absence and sickness.<\/li>\n<li id=\"u6033-78\">Recommendation and referral \u2013 the basis of Net Promoter, which tests the likelihood of a third party recommendation or referral (see also satisfaction).<\/li>\n<li id=\"u6033-80\">Retention \u2013 applies to customers or staff where public relations is focused on relationship management.<\/li>\n<li id=\"u6033-82\">Satisfaction \u2013 related to recommendation, used to benchmark the strength of a relationship between a citizen or consumer and an organisation.<\/li>\n<li id=\"u6033-84\">Unique triggers \u2013 dedicated coupons, phone numbers, or URLs that test the relationship between activity and outcomes.<\/li>\n<li id=\"u6033-86\">Votes \u2013 the harsh reality of political campaigns where the ultimate test of the success of a campaign is in the voting booth.<\/li>\n<\/ol>\n<\/div>\n<ol id=\"u6033-87\" class=\"list0 nls-None\"><\/ol>\n<h4 id=\"u6033-89\">ABOUT STEPHEN WADDINGTON<\/h4>\n<p id=\"u6033-94\">Stephen is a partner and Chief Engagement Officer, Ketchum. He\u2019s a Visiting Professor at Newcastle University. He blogs at <a class=\"nonblock\" href=\"http:\/\/wadds.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span id=\"u6033-91\">wadds.co.uk<\/span><\/a>.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='if-your-failing'  class='avia-section av-1ynug7v-c49a513a950eeaeb25cf6a44c44a257e main_color avia-section-default avia-no-shadow  avia-builder-el-31  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1xdl2ij-132263ea32adf1531818644007d71023\">\n.flex_column.av-1xdl2ij-132263ea32adf1531818644007d71023{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1xdl2ij-132263ea32adf1531818644007d71023 av_one_third  avia-builder-el-32  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1vjft7f-ac829cf8a5faf02248b45a2d496e45ed\">\n.flex_column.av-1vjft7f-ac829cf8a5faf02248b45a2d496e45ed{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1vjft7f-ac829cf8a5faf02248b45a2d496e45ed av_two_third  avia-builder-el-33  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-1svkdnv-36cb5264b94a02e9af8335cd53183d6b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">\u2018IF YOU\u2019RE FAILING TO PLAN, YOU\u2019RE PLANNING TO FAIL\u2019<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1rr4ejf-ba614809b9b07e4180775aa75b63b999\">\n#top .hr.av-1rr4ejf-ba614809b9b07e4180775aa75b63b999{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-1rr4ejf-ba614809b9b07e4180775aa75b63b999 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-1rr4ejf-ba614809b9b07e4180775aa75b63b999 hr-custom  avia-builder-el-35  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-1q0aj2j-9473b3fbe09f46d1dc12f04daeee6f7c  avia-builder-el-36  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-95 avia-img-lazy-loading-not-95 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Kevin-read.jpg\" alt='Kevin Read'  itemprop=\"image\"   height=\"95\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/readkevinread<\/span><a href='https:\/\/twitter.com\/readkevinread' class='avia-team-icon av-1nu1qqz-3bb317572571e890dd1607b1d1ec3075 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Read<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Executive Chairman &<br \/>\nPartner, Bell Pottinger<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-1mlob17-686f880a21c918535b617d7d60dcc6f7 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u6043-2\">AMEC\u2019s new metrics framework is a formidable piece of work that anchors powerful, relevant and useable thinking in a practical and easy to follow way.<\/p>\n<p id=\"u6043-4\">For Bell Pottinger, one of AMEC\u2019s newest members, it is particularly helpful in laying out a pathway that our consultants can follow. It is helpful for conversations with clients on how to establish, plan and report on the effectiveness of campaigns.<\/p>\n<p id=\"u6043-6\">With the advent of digital and social as mainstream channels the complexity of many of the campaigns we run has dramatically increased. Not only does this mean we need to understand how to measure impact across a wider range of distribution channels, but we also need to be more fully aware of the consequences of multiple touch points.<\/p>\n<p id=\"u6043-8\">Equally, the framework continues to place considerable emphasis on understanding the business context and strategy that lay behind modern campaigns. Planning against organisational objectives clearly and methodically in advance of any activity is critical to success.<\/p>\n<p id=\"u6043-10\">In consultancies with a strong advisory practice, emphasis is placed on our partners and consultants having deep business knowledge of their clients and the sectors in which they operate. Such insights often come from a close interrogation of an organisation\u2019s broad objectives and the context in which they have been set.<\/p>\n<p id=\"u6043-12\">Analytics that focus on the different approaches are also helpful. Understanding how paid, owned and shared activity sits alongside each other gives the communications planner a more comprehensive view of potential channel synergies.<\/p>\n<p id=\"u6043-14\">In hybrid teams, with different agencies represented there can sometimes be considerable challenges in drawing together all the relevant planning data. Trapping multi-channel outputs can also be difficult.<\/p>\n<p id=\"u6043-16\">The continued focus on looking at the initial reactions of an audience to communications, the subsequent effects and the long term impacts remains a strong and robust model that consultancies will be able to work with. The art with this model is to always be crystal clear about what metric or milestone you are trying to measure.<\/p>\n<p id=\"u6043-18\">It is still necessary to be cautious about causality; however, it is encouraging to see that long term impacts are firmly focused on reputation, relationships and change.<\/p>\n<p id=\"u6043-20\">At Bell Pottinger we will be confidently recommending AMEC\u2019s new framework to partners and consultants across the business.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='top-tips'  class='avia-section av-1kk64or-c4b4d77a79e7c20428ec68213f5894a3 main_color avia-section-default avia-no-shadow  avia-builder-el-38  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1j1w1gr-77cc886d605691511f6d64e72f7b1d67\">\n.flex_column.av-1j1w1gr-77cc886d605691511f6d64e72f7b1d67{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1j1w1gr-77cc886d605691511f6d64e72f7b1d67 av_one_third  avia-builder-el-39  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1icurh7-82784524a5de1360c942e79a14283e25\">\n.flex_column.av-1icurh7-82784524a5de1360c942e79a14283e25{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1icurh7-82784524a5de1360c942e79a14283e25 av_two_third  avia-builder-el-40  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-57uzqj-dcf70523c8aac5e49a90d9eb96b009bb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u5962-2\">TOP TIPS FOR PLANNING AND SETTING TARGETS<\/h2>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ea976z-e3a60a2a427638816dd2791f55044137\">\n#top .hr.av-1ea976z-e3a60a2a427638816dd2791f55044137{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-1ea976z-e3a60a2a427638816dd2791f55044137 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-1ea976z-e3a60a2a427638816dd2791f55044137 hr-custom  avia-builder-el-42  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-1cxsxzf-23835ab2bd610ae1bf76121a8931b150  avia-builder-el-43  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-1amyh5n-68af8be92f4b446fab8e61b294518ffd twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Head of Civil Service Comms &<br \/>\nInternal Comms, Prime Minister\u2019s Office &<br \/>\nCabinet Office Comms, and Board Director AMEC<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-19qccmz-c635e6db27e3f43e9878ada7001d512d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h4 id=\"u6166-2\">THE IMPORTANCE OF PLANNING AND SETTING TARGETS<\/h4>\n<p id=\"u6166-4\">Good measurement and evaluation can reveal insights that inform what you do next, findings can alter your campaign direction and influence which channels you chose to invest efforts in future and which you don\u2019t.<\/p>\n<p id=\"u6166-6\">To maximise the benefits of communications evaluation, the key is to plan.\u00a0 As early as possible, plan what you are going to measure, remembering to measure what matters against your objectives, and set up the mechanisms to commence tracking of the right metrics up front.\u00a0 This is important for a number of reasons:<\/p>\n<p id=\"u6166-8\">If you don\u2019t identify up front what is important to track, you may find later on that it\u2019s impossible to retrospectively source the data you need.<\/p>\n<p id=\"u6166-10\">Planning your measurement activities will mean you don\u2019t waste time tracking useless metrics or worse vanity metrics.<\/p>\n<p id=\"u6166-12\">Communications plans are most credible when they can demonstrate what success will look like and how that will be proven.<\/p>\n<p id=\"u6166-14\">Always use insights that come from previous evaluation, where it\u2019s relevant to your next campaign, to help set targets.\u00a0 At the planning stage, setting targets will provide focus and help keep measurement of progress on track.\u00a0 So think carefully, set targets and track the right performance measures from the start of your activity.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='measuring-reputation'  class='avia-section av-17db0az-9cdb95bd172a9f550a992fbc5a4b5dcc main_color avia-section-default avia-no-shadow  avia-builder-el-45  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-16d8s6z-1c546ce6a67b1ecf457d0d3f3e285852\">\n.flex_column.av-16d8s6z-1c546ce6a67b1ecf457d0d3f3e285852{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-16d8s6z-1c546ce6a67b1ecf457d0d3f3e285852 av_one_third  avia-builder-el-46  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-159r3mz-3d09ee4fdbd1dd08cf33c381f7604d4e\">\n.flex_column.av-159r3mz-3d09ee4fdbd1dd08cf33c381f7604d4e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-159r3mz-3d09ee4fdbd1dd08cf33c381f7604d4e av_two_third  avia-builder-el-47  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-12wy48b-2638bb36b952c12170f8fee886accc8f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><h2 id=\"u6089-2\">MEASURING REPUTATION<\/h2>\n<h3>FOREWORD TO: BEYOND REPUTATION MEASUREMENT: USING REPUTATION TO CREATE VALUE<\/h3>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-11drg63-3747acc241df23541dd3c1b4c8972886\">\n#top .hr.av-11drg63-3747acc241df23541dd3c1b4c8972886{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-11drg63-3747acc241df23541dd3c1b4c8972886 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-11drg63-3747acc241df23541dd3c1b4c8972886 hr-custom  avia-builder-el-49  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-yxw2zv-fc2a49f23d52ba963df0cffc055db1d4  avia-builder-el-50  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-97 avia-img-lazy-loading-not-97 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/prof-kevin-money.jpg\" alt='Kevin Money'  itemprop=\"image\"   height=\"110\" width=\"79\" \/><\/div><h3 class='team-member-name '  itemprop=\"name\" >Kevin Money<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Professor of Reputation & Responsible Leadership, Henley Business School<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-ynr2kb-5e897d56b7feb18b2a0a845630feab74 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u6119-2\">Reputation protection and enhancement are frequent goals and objectives which communication is asked to support. AMEC\u2019s new integrated evaluation framework makes clear the importance of measuring reputation.\u00a0 But how can you measure it meaningfully? How does reputation link to other performance criteria such as league tables and most admired rankings? How can you tell if your reputation is helping or hindering your organization in achieving its goals? How can you use reputation measurement to guide the strategy of your organization? How can you demonstrate that reputation is adding value to important stakeholders? How do different models of reputation measurement compare? How can different reputation models be combined to generate actionable insights? And how can you leverage existing data in your organization to demonstrate and improve your reputation?<\/p>\n<p id=\"u6119-4\">In this masterclass article by Professor Kevin Money of the Henley Business School he answers these questions by presenting reputation in a model of value creation. This practical approach will allow you to compare your current methods with best practice. It will also allow you to identify both the causes and consequences of reputation &#8211; and thus can help to guide organizational actions and future measurement initiatives.<\/p>\n<p id=\"u6119-6\">Richard Bagnall and Professor Kevin Money, June, 2016<\/p>\n<p id=\"u6119-10\"><a class=\"nonblock\" href=\"http:\/\/www.henley.reading.ac.uk\/web\/FILES\/corporate\/cl-White_Paper_Reputation_K_Money_C_Hillenbrand.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span id=\"u6119-8\">Click here to read Beyond Reputation Measurement: Using Reputation to Create Value whitepaper.<\/span><\/a><\/p>\n<p id=\"u6119-12\">Kevin Money and Carola Hillenbrand<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='effectiveness-story'  class='avia-section av-x030bf-debe5029f9bed98e9afa5f4ab982557a main_color avia-section-default avia-no-shadow  avia-builder-el-52  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-uudq5n-2d1c0b69142eabdfd96e8e024ffec9a6\">\n.flex_column.av-uudq5n-2d1c0b69142eabdfd96e8e024ffec9a6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-uudq5n-2d1c0b69142eabdfd96e8e024ffec9a6 av_one_third  avia-builder-el-53  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-shhj0b-1d293e8e73e9f4dfbf5c43bfbb5d8d82\">\n.flex_column.av-shhj0b-1d293e8e73e9f4dfbf5c43bfbb5d8d82{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-shhj0b-1d293e8e73e9f4dfbf5c43bfbb5d8d82 av_two_third  avia-builder-el-54  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-qz8anf-db88b639e3b711bf5ce32fe6e7ce287a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6124-2\">TELLING THE EFFECTIVENESS STORY<\/h2>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-pfd6yj-7827f58b1294ed853f9f44ac93ea0cfd\">\n#top .hr.av-pfd6yj-7827f58b1294ed853f9f44ac93ea0cfd{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-pfd6yj-7827f58b1294ed853f9f44ac93ea0cfd .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-pfd6yj-7827f58b1294ed853f9f44ac93ea0cfd hr-custom  avia-builder-el-56  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-o0k26z-b415e009427933c281b31bc6b06158bf  avia-builder-el-57  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-98 avia-img-lazy-loading-not-98 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/charlie-snow.jpg\" alt='Charlie Snow'  itemprop=\"image\"   height=\"99\" width=\"79\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/charliedosurf<\/span><a href='https:\/\/twitter.com\/charliedosurf' class='avia-team-icon av-mvdia3-47b3cb5f8b39e59043e5b3a5099b9a72 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Charlie Snow<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Chief Strategy Officer, MullenLowe London<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-22jcgb-d23d15b5705d3138b47b046ee979f1fd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u6160-2\">Being a planner in the agency world for over 20 years, one of my key responsibilities has been to marshal the measurement of campaigns, and tell people what has worked (and what hasn\u2019t) in our communications; feeding that information into the planning process in order to make even more effective communications next time round. And I have had many attempts at trying to convince people of just how successful our agency communications have been by writing and editing a number of effectiveness papers for various awards.<\/p>\n<p id=\"u6160-4\">On the other side, I have also sat in on many presentations and debriefs, and had the great privilege of judging prestigious effectiveness awards \u2013 listening to or reading the arguments put forward.<\/p>\n<p id=\"u6160-6\">All of which has convinced me of one thing above all else: you can have all the data in the world at your disposal, but if you can\u2019t deliver the evidence in a clear, simple and compelling way, then you won\u2019t be able to convince anyone of effectiveness. The way you tell it is as important, if not more so, than what you say.<\/p>\n<p id=\"u6160-8\">So, when trying to convince people of communications effectiveness, don\u2019t just be an essay writer, be a storyteller.<\/p>\n<h4 id=\"u6160-10\">1. PLAN THE STORY<\/h4>\n<p id=\"u6160-12\">Good stories have a strong narrative flow. I would strongly advise people to start with the new interactive framework being proposed by AMEC \u2013 it can provide the simple structure for your story.<\/p>\n<p id=\"u6160-14\">One of the most common flaws in effectiveness papers is the \u201cdata dump\u201d \u2013 chucking all the stats at you at once, in no particular order. Human brains find it difficult to absorb that sort of information easily. Following the framework ensures you naturally break down your information and data into digestible chunks.<\/p>\n<p id=\"u6160-16\">It takes effort to break down your information. On the face of it, it can be quite confusing as to the difference between an \u201coutput\u201d, an \u201cout-take\u201d and an \u201coutcome\u201d. But it really isn\u2019t that difficult when you apply a bit of time to it, and follow the simple definitions provided.<\/p>\n<p id=\"u6160-18\">The framework enables you to make step-by-step connections between your communications, attitudinal and behavioural change, and the commercial or social effect. This is the biggest challenge for any effectiveness story: \u201chow can you prove it was communications what did it?\u201d The framework is designed to make the links easier to see.<\/p>\n<p id=\"u6160-20\">Once you\u2019ve got your foundations and the narrative flow, then add some sparkle.<\/p>\n<h4 id=\"u6160-22\">\u00a02. ADD SOME SPARKLE TO THE STORY<\/h4>\n<p id=\"u6160-24\">This is all about making the story interesting and engaging, lifting it beyond being dry information.<\/p>\n<p id=\"u6160-26\">Give your story a title. For inspiration, look to the very best \u2018TED Talks\u2019 &#8211; many of them have a simple headline to grab your attention; a headline that might be bold, inspirational, counter-intuitive &#8211; whichever way, it\u2019s something stimulating and provocative that makes you want to listen or read on.<\/p>\n<p id=\"u6160-28\">From there, get to a one minute version of the story &#8211; the equivalent of the book dust jacket that wants you to read more; back it up with an extended five minute version with the headlines from each section of the framework, and finish with the full twenty minute version of the story. This process forces you to prioritise your information and data at each section. What\u2019s the most impressive output, out-take and outcome you have?<\/p>\n<p id=\"u6160-30\">And finally, go for humanity and emotion to make stronger connections with the audience or reader; avoid weird marketing language or overly complex theories that might sound clever but often distance people.<\/p>\n<p id=\"u6160-32\">If you can get a strong narrative structure, and then add some sparkle, your effectiveness story can be well told, and become far more compelling and persuasive as a result.<\/p>\n<\/div><\/section><\/p><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='conclusion'  class='avia-section av-iuzod7-77e10502be925165a63fccbd6a8c5a6c main_color avia-section-default avia-no-shadow  avia-builder-el-59  el_after_av_section  el_before_av_one_third  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-h2ov17-5a01a39a2dc6a761d09326252cb6e057\">\n.flex_column.av-h2ov17-5a01a39a2dc6a761d09326252cb6e057{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-h2ov17-5a01a39a2dc6a761d09326252cb6e057 av_one_third  avia-builder-el-60  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-fbdua3-529162b57a31319e9f3920becfcf9314\">\n.flex_column.av-fbdua3-529162b57a31319e9f3920becfcf9314{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-fbdua3-529162b57a31319e9f3920becfcf9314 av_two_third  avia-builder-el-61  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-el6rnv-28eb548dd3ae8ca1a7a337f3699bdf29 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock performance-public-relations'  itemprop=\"text\" ><div id=\"u6124-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u6124-4_content\">\n<h2 id=\"u6253-2\">CONCLUSIONS<\/h2>\n<h3 id=\"u6253-4\">NOW TELL YOUR MEASUREMENT STORY<\/h3>\n<\/div>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-ct30yj-d4a632c6202174eda81546fb895d66e0\">\n#top .hr.av-ct30yj-d4a632c6202174eda81546fb895d66e0{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-ct30yj-d4a632c6202174eda81546fb895d66e0 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-ct30yj-d4a632c6202174eda81546fb895d66e0 hr-custom  avia-builder-el-63  el_after_av_textblock  el_before_av_team_member  hr-left hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='avia-team-member av-134wtn-efc9c328259af531d0b1b2cc213b0858  avia-builder-el-64  el_after_av_hr  el_before_av_textblock '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-96 avia-img-lazy-loading-not-96 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/elayne-phillips.jpg\" alt='Elayne Phillips'  itemprop=\"image\"   height=\"79\" width=\"99\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/layneyp<\/span><a href='https:\/\/twitter.com\/layneyp' class='avia-team-icon av-y0daz-7ef7f12de5b2baabccc73fe3b742aa64 twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'   data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Elayne Phillips<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>Head of Civil Service Comms &<br \/>\nInternal Comms, Prime Minister\u2019s Office &<br \/>\nCabinet Office Comms, and Board Director AMEC<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-85yngb-cfecb89aaa30ed4c6e6435ab139f30c9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u6283-2\">Measurement and evaluation should reveal a story, based on evidence, it should explain what has happened, what has worked, what hasn\u2019t, and it should lead to actionable insights.\u00a0 It is not simply gathering numbers, recording data and reporting \u2013 combined, they must showcase:<\/p>\n<ul id=\"u6283-9\" class=\"list0 nls-None\">\n<li id=\"u6283-4\">what the outputs have been and what activities you have carried out<\/li>\n<li id=\"u6283-6\">what your target audience has taken from your communications<\/li>\n<li id=\"u6283-8\">and what the outcome was against your objective.<\/li>\n<\/ul>\n<p id=\"u6283-11\">All of this should teach you a few things, sometimes in real time, sometimes afterwards when you look back, and sometimes both.\u00a0 Learning from what channels are working well, what messages are achieving most engagement and which partnerships are producing the best outcomes should inform what you do next, and ultimately lead to stopping some activities and increasing others.<\/p>\n<p id=\"u6283-13\">To learn from the analysis, you must be completely honest about the findings.\u00a0 Avoid using vanity metrics and remember that the more meaningful the evaluation, the more credible the measurement story will be.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_9'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4187'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6aaiu3-b2ecebd15bba7d0b7c0af1f4c7830691\">\n.flex_column.av-6aaiu3-b2ecebd15bba7d0b7c0af1f4c7830691{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-6aaiu3-b2ecebd15bba7d0b7c0af1f4c7830691 av_one_third  avia-builder-el-66  el_after_av_section  el_before_av_two_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-413n2j-cb4e39364645d9c7edefe1bd16ec6817\">\n.flex_column.av-413n2j-cb4e39364645d9c7edefe1bd16ec6817{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-413n2j-cb4e39364645d9c7edefe1bd16ec6817 av_two_third  avia-builder-el-67  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3a728r-4ba7283e61ffb8195c48ef59a032ab76\">\n#top .av_textblock_section.av-3a728r-4ba7283e61ffb8195c48ef59a032ab76 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-3a728r-4ba7283e61ffb8195c48ef59a032ab76 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\"><a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/en\/interactive-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">CLICK HERE TO ACCESS THE INTEGRATED\u00a0EVALUATION FRAMEWORK<\/a><\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":4184,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-4187","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Expert Opinion - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"nb_NO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Expert Opinion - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" 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