{"id":37,"date":"2016-08-15T08:58:20","date_gmt":"2016-08-15T07:58:20","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/?page_id=37"},"modified":"2025-06-30T13:52:23","modified_gmt":"2025-06-30T12:52:23","slug":"home","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/","title":{"rendered":"Home"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-omvq9-38077ad3aa327854a5dec531a95b966f\">\n.avia-section.av-omvq9-38077ad3aa327854a5dec531a95b966f{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Amec-Home-Header-Image-Muse.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-omvq9-38077ad3aa327854a5dec531a95b966f main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  home-banner avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-custom av-height-custom  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_px='500'><div class='container av-section-cont-open' style='height:500px'><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-37'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-nyj15-51480d5ad1da523450fe2e36660fd19b\">\n.avia-image-container.av-nyj15-51480d5ad1da523450fe2e36660fd19b img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-nyj15-51480d5ad1da523450fe2e36660fd19b .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-nyj15-51480d5ad1da523450fe2e36660fd19b av-styling- avia-align-center  avia-builder-el-1  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-41 avia-img-lazy-loading-not-41 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-white-small.png\" alt='' title='integrated-framework-logo-white-small'  height=\"126\" width=\"203\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8ka9-41f6d60ae46756df08527a9327875f12\">\n#top .av_textblock_section.av-8ka9-41f6d60ae46756df08527a9327875f12 .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-8ka9-41f6d60ae46756df08527a9327875f12 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center\"><strong>AMEC\u2019S INTEGRATED EVALUATION FRAMEWORK<\/strong><\/p>\n<\/div><\/section>\n<section  class='av_textblock_section av-mvfbd-0c9f86de0d1b0568190daff046b94d2d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 style=\"text-align: center\">WELCOME<\/h1>\n<\/div><\/section>\n<section  class='av_textblock_section av-mix8l-cf6e143f60b7ef73b0fb4382352b7a6a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u1005-bw\" class=\"browser_width colelem\">\n<div id=\"u1005\" class=\"FULL-BANNER museBGSize\">\n<div id=\"u1005_align_to_page\" class=\"clearfix\">\n<div id=\"u1104-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u1104-4_content\">\n<p style=\"text-align: center\"><strong>Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This special section of AMEC\u2019s website has been put together to answer the most common challenges and pressures faced by communicators today as they look to prove their value in a rapidly evolving media landscape.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"pu1889-24\" class=\"clearfix colelem\"><\/div>\n<\/div><\/section>\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  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-37'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jw4ql-a5bcdd41b54c884fbc51ab3312ef844c\">\n.flex_column.av-jw4ql-a5bcdd41b54c884fbc51ab3312ef844c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jw4ql-a5bcdd41b54c884fbc51ab3312ef844c av_one_third  avia-builder-el-5  el_after_av_section  el_before_av_one_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-jiya1-36fc39bbcd30620599558146b4d5361c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Many of the evaluation methods and techniques that the industry took for granted for so many years no longer suffice. As organisational silos are coming down, PR professionals are being asked to work across more communication disciplines and then measure their effectiveness and prove value in a meaningful manner. Work must encompass paid, earned, shared and owned media. To be effective at PR, we now need to plan and measure our communications in a truly integrated manner, across each of these dimensions, beyond counting activity, to demonstrating effect.<\/p>\n<p>In today\u2019s unforgiving era of accountability, it is vital to move beyond measuring just the content or \u2018media outputs\u2019 that largely sufficed for the last 20 years. Doing this only counts elements of our activity. Activity without meaningful outcomes is irrelevant. PR professionals can\u2019t afford to run the risk of being seen as activity-based \u2018busy fools\u2019. Instead, we must advance beyond activity-focussed metrics and look to show how PR and comms have driven the objectives that matter to the organisation.<\/p>\n<p>AMEC\u2019s Integrated Evaluation Framework shows how to do this, helps <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/planning\/\">PR professionals to plan appropriately<\/a>, and supports them to tell a meaningful measurement story. It shows how to \u2018operationalise\u2019 the <a href=\"https:\/\/amecorg.com\/resources\/barcelona-principles-4-0\/\">Barcelona Principles<\/a> and turn the Principles into action, and to prove the value of PR in a meaningful and credible manner.<\/p>\n<p>The interactive element of the Integrated Evaluation Framework guides you through the process from aligning objectives, establishing benchmarks, creating a plan, setting targets and then measuring the outputs, out-takes, outcomes and impact of your work. When used to full effect, the framework is both a <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/planning\/\">PR planning<\/a> tool\u00a0, as well as an evaluation tool. Work through it in advance of a campaign with your team and use it to define what good looks like at each step of the process. Establish your benchmarks, set and record your KPIs and your targets, and then at a later stage revisit with results to make sure that you are measuring what matters.<\/p>\n<p>As you work through the interactive version of the framework, it provides additional information and suggests potential approaches and metrics that might be appropriate for you to consider. \u00a0Don\u2019t miss the <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/taxonomy\/\">AMEC Taxonomy<\/a> \u00a0which is so helpful for this process. Of course, this cannot be an exhaustive list and the Framework can\u2019t provide the numbers for you.\u00a0 You will still need to source relevant data to input into the Framework.<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-is939-94f4830c2c453bbe0cc56c84fd80185c\">\n.flex_column.av-is939-94f4830c2c453bbe0cc56c84fd80185c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-is939-94f4830c2c453bbe0cc56c84fd80185c av_one_third  avia-builder-el-7  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p><section  class='av_textblock_section av-i6op9-65a56cf5a6b37411fe1c90aa92a74ccd '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>AMEC\u2019s Integrated Evaluation Framework provides a consistent and credible approach that works for organisations of all sizes, any desired objective, and with any size of budget. Today, organisations from the world\u2019s largest multinationals to the smallest non-profits are using the framework to plan and measure their communications effectiveness. Anyone can use it, it is free and non-proprietary, allowing any organisation, be it university, in-house department, PR agency or measurement company to benefit from its approach. It has been translated into 25 languages and is taught in academia on multiple PR and communications courses around the world.<\/p>\n<p>The Integrated Evaluation Framework replaces both AMEC\u2019s previous Valid Metrics and Social Media Measurement Frameworks.\u00a0 The industry now has one integrated approach to the measurement and evaluation challenges of today.<\/p>\n<p>In addition to the framework itself, this site has a number of <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/expert-opinion\/\" target=\"_blank\" rel=\"noopener\">articles<\/a> and <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/resources\/\" target=\"_blank\" rel=\"noopener\">additional resources<\/a> to bring measurement to life. These include an <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/taxonomy\/\">evaluation \u2018taxonomy\u2019 <\/a>which lists and explains for each step of the process the key steps required, the metrics and milestones and the methods that should be considered. This is one of AMEC\u2019s greatest resources so don\u2019t miss it \u2013 you will find it under the \u2018Supporting Material\u2019 dropdown menu. My thanks to Distinguished Professor Jim Macnamara of the University of Technology Sydney for creating the taxonomy and sharing it generously with the AMEC community, as well as his leadership of our <a href=\"https:\/\/amecorg.com\/2015\/12\/amec-academic-group-launched\/\">Academic Advisory Group<\/a> and liaising with other trade associations to ensure that we can all speak with a common consistent voice. Finally, don\u2019t miss this short webinar with <a href=\"https:\/\/youtu.be\/JDqi_nRCAsg\">a practical guide on how to use the framework<\/a>.<\/p>\n<p>It has been a great privilege for me to lead <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/acknowledgements\/\">the task force<\/a> that worked so hard to create and develop the framework.\u00a0 From an original idea conceived between me and great friend of AMEC, <a href=\"https:\/\/www.ketchum.com\/tribute-to-a-friend-remembering-don-bartholomew\/\">Don Bartholomew<\/a>, a world-class educational resource has been created. I have a sense of enormous pride in how widely it has been adopted across the world. More than 2,000 organisations of all sizes now base their approach to planning, measurement and evaluation of communications on the Integrated Evaluation Framework. Its development was the result of a lot of hard work by a lot of great people in the team and <a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/acknowledgements\/\">my sincere thanks<\/a> are due to them all.<\/p>\n<p><a href=\"http:\/\/www.linkedin.com\/in\/richardbagnall\" target=\"_blank\" rel=\"noopener\">Richard Bagnall<\/a>, Co-founder, <a href=\"https:\/\/commsclarity.com\/\">CommsClarity Consulting<\/a><\/p>\n<\/div><\/section><br \/>\n<section  class='avia-team-member av-hi8at-116136900a0bd74da09ba578e6370297  avia-builder-el-9  el_after_av_textblock  avia-builder-el-last '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-45 avia-img-lazy-loading-not-45 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall.jpg\" alt='Richard Bagnall'  itemprop=\"image\"   height=\"92\" width=\"92\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall.jpg 92w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-80x80.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-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-gtcrx-7f275f87396312499bf878ccfc63666e 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>Richard Bagnall, Co-founder, CommsClarity Consulting<br \/>\nBoard Director AMEC, Integrated Evaluation Framework team lead, <\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-gk1wd-3c9779fc37b00b0fe103be8515ef02a3\">\n.flex_column.av-gk1wd-3c9779fc37b00b0fe103be8515ef02a3{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-gk1wd-3c9779fc37b00b0fe103be8515ef02a3 av_one_third  avia-builder-el-10  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-fnm89-9cef36226fc9842c352090f8e581340f\">\n#top .av-special-heading.av-fnm89-9cef36226fc9842c352090f8e581340f{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-fnm89-9cef36226fc9842c352090f8e581340f .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-fnm89-9cef36226fc9842c352090f8e581340f .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-fnm89-9cef36226fc9842c352090f8e581340f av-special-heading-h3  avia-builder-el-11  el_before_av_codeblock  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >JOIN THE CONVERSATION<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1h3al-c55f2f649b4c06c03ca793715c1669fe\">\n#top .hr.hr-invisible.av-1h3al-c55f2f649b4c06c03ca793715c1669fe{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-1h3al-c55f2f649b4c06c03ca793715c1669fe hr-invisible  avia-builder-el-13  el_after_av_one_third  el_before_av_one_full '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-drvq5-5e5a5fcd1896a916d482573443f100bb\">\n.flex_column.av-drvq5-5e5a5fcd1896a916d482573443f100bb{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-drvq5-5e5a5fcd1896a916d482573443f100bb av_one_full  avia-builder-el-14  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-dfkld-30fdb5d87b9cb367a927fa3a06a36095\">\n#top .av_textblock_section.av-dfkld-30fdb5d87b9cb367a927fa3a06a36095 .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-dfkld-30fdb5d87b9cb367a927fa3a06a36095 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center\">INTRODUCTION TO THE NEW INTERACTIVE TOOL<\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1axax-e97425f18de476e8cb92c30434280b09\">\n#top .hr.av-1axax-e97425f18de476e8cb92c30434280b09{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-1axax-e97425f18de476e8cb92c30434280b09 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-1axax-e97425f18de476e8cb92c30434280b09 hr-custom  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-chrgp-84d48453150cff11c99b2c9d0d32fa90\">\n.flex_column.av-chrgp-84d48453150cff11c99b2c9d0d32fa90{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-chrgp-84d48453150cff11c99b2c9d0d32fa90 av_one_third  avia-builder-el-17  el_after_av_one_full  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-bt7fp-6247381088b392c858b007ab850b0815 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Since our inception, AMEC has been championing a better way of measuring communications with its education initiatives and measurement frameworks. These have helped many agencies, clients and organisations improve their measurement and evaluation. But we needed to make a new one fit for the modern complexities of PR and communications. And while we were about it, we wanted to make a new framework that was user friendly, intuitive and engaging.<\/p>\n<p>So a working group spanning agency, in-house, market research and academia designed and built the new Interactive Integrated Evaluation Framework.<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-au3xl-ce06bdbe8b5774711b2a31a7c581be90\">\n.flex_column.av-au3xl-ce06bdbe8b5774711b2a31a7c581be90{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-au3xl-ce06bdbe8b5774711b2a31a7c581be90 av_one_third  avia-builder-el-19  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-aj2bp-620466b585af2b78c18c76d22e840d1e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>We wanted to make something that took users on a clear measurement journey from planning and setting SMART objectives, defining success, setting targets through to implementation and the measurement and evaluation itself. Importantly, we wanted to find a mechanism that would help credible and meaningful measurement pervade the industry.<\/p>\n<p id=\"u2005-4\"><strong>THE NEW INTERACTIVE TOOL<\/strong><\/p>\n<p>We have built it in a tile format for a clear step-by-step process. Each tile is numbered so you know where you are in the process. The journey takes you from organisation objectives and communication objectives all the way to business impact.<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-a14q1-e800683458e9dec092919447df459137\">\n.flex_column.av-a14q1-e800683458e9dec092919447df459137{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-a14q1-e800683458e9dec092919447df459137 av_one_third  avia-builder-el-21  el_after_av_one_third  el_before_av_three_fourth  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-99wjx-4caaf5f6769ac3b310e732c2055292f2 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>When you click each tile, you get the space to fill in your work. To guide you, within each tile is an (i) icon, which when clicked provides a pop-up with additional information and an explanation of the section. Furthermore, inside the pop-up is a link to a measurement taxonomy \u2013 giving you even more information on what types of measures to include.<\/p>\n<p>Below we have provided some basic information on how to use the framework and how it can be put at the heart of the planning, research and evaluation process.<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-8xh95-20819a20134e762c60b3b88174e904a6\">\n.flex_column.av-8xh95-20819a20134e762c60b3b88174e904a6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-8xh95-20819a20134e762c60b3b88174e904a6 av_three_fourth  avia-builder-el-23  el_after_av_one_third  el_before_av_section  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-88529-f11e359e3b5d5eebf8b0f73bbc8308f8\">\n.avia-image-container.av-88529-f11e359e3b5d5eebf8b0f73bbc8308f8 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-88529-f11e359e3b5d5eebf8b0f73bbc8308f8 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-88529-f11e359e3b5d5eebf8b0f73bbc8308f8 av-styling- avia-align-center  avia-builder-el-24  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-16501 avia-img-lazy-loading-not-16501 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2025\/06\/NEW-AMEC-IEF-Wheel-Copyright.jpg\" alt='' title='Barcelona Principles V4.0 - 4'  height=\"899\" width=\"1080\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2025\/06\/NEW-AMEC-IEF-Wheel-Copyright.jpg 1080w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2025\/06\/NEW-AMEC-IEF-Wheel-Copyright-300x250.jpg 300w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2025\/06\/NEW-AMEC-IEF-Wheel-Copyright-1030x857.jpg 1030w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2025\/06\/NEW-AMEC-IEF-Wheel-Copyright-768x639.jpg 768w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2025\/06\/NEW-AMEC-IEF-Wheel-Copyright-705x587.jpg 705w\" sizes=\"(max-width: 1080px) 100vw, 1080px\" \/><\/div><\/div><\/div><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='explanation-blocks'  class='avia-section av-2mux-3f5c82b58539dab3439fdb203ec5ec08 main_color avia-section-no-padding avia-no-border-styling  avia-builder-el-25  el_after_av_three_fourth  el_before_av_one_full  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-37'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6m1xp-f8c2dec866738915003c7bbee9742f38\">\n.flex_column.av-6m1xp-f8c2dec866738915003c7bbee9742f38{\nborder-radius:10PX 10PX 10PX 10PX;\n}\n<\/style>\n<div  class='flex_column av-6m1xp-f8c2dec866738915003c7bbee9742f38 av_one_third  avia-builder-el-26  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><section  class='av_textblock_section av-67ttl-4c0c0768c3261d463182c91d6052702e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock objectives av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1974-2\" style=\"text-align: center\">OBJECTIVES<\/h3>\n<p id=\"u1974-4\">Like all good measurement, it should start with clear organizational objectives. These can come in many different forms, whether they be awareness, advocacy, adoption or demand related. Following on from organizational objectives, is communication objectives. These should reflect and mirror the organizational objectives. Remember, the difference between an objective and a goal is that an objective has a measure of impact (e.g. 20% increase in brand awareness), compared to a goal that is an aspiration (e.g. increase brand awareness).<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-jyp9-5543d63f093a91f80d5769111aa142f1 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock outputs av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1992-2\" style=\"text-align: center\">OUTPUTS<\/h3>\n<p id=\"u1992-4\">In outputs, this covers the core measures across PESO. So for example what was the reach of the paid advertising, how many visitors to the website, how many posts, tweets or retweets, how many people attended the event, and how many potential readers of the media coverage. This is quantitative and qualitative measures of outputs.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-55u5h-11f3944cd560cd751cbd3c2e5841f4ca\">\n.flex_column.av-55u5h-11f3944cd560cd751cbd3c2e5841f4ca{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-55u5h-11f3944cd560cd751cbd3c2e5841f4ca av_two_third  avia-builder-el-29  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-4jjap-071d859a02e4d48474c86fbca2d79498 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock inputs av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1978-2\" style=\"text-align: center\">INPUTS<\/h3>\n<p id=\"u1978-4\">This section covers two important areas. Firstly, to define the target audiences of the campaign. Second, is the strategic plan and other inputs such as describing some of the situation analysis, resources required and budgets.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-3z3c9-d6e3830360071e8b004cbfde8eb3768f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock activities av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1987-2\" style=\"text-align: center\">ACTIVITIES<\/h3>\n<p id=\"u1987-4\">This section is outlining what activities were carried out, any testing or research, content production etc. Importantly, the tool recognizes the importance of paid, earned, shared and owned (PESO) and gives users the ability to tag accordingly.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-3kdeh-69454248f856e547a2eb9ae090b59670 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock out-takes av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1996-2\" style=\"text-align: center\">OUT-TAKES<\/h3>\n<p id=\"u1996-4\">In outtakes, this refers to the response and reactions of your target audiences to the activity. How attentive were they to the content, what was their recall, how well understood is the topic, did the audience engage with the content or did the audience subscribe to more information.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-2lgax-21ec23290794bffb414c64434a7c9c9d '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock outcomes av_inherit_color'  itemprop=\"text\" ><h3 id=\"u2001-2\" style=\"text-align: center\">OUTCOMES<\/h3>\n<p id=\"u2001-4\">In outcomes, this measures the effect of the communications on the target audience. Have the target audience increased understanding, has it changed their attitude to the topic, has it increased trust and\/or preference, has it had an impact on the intention to do something (e.g. trial, subscribe, register) or increased online advocacy.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-1uqkp-669ba32eb7120e39318981905d808318 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock impact av_inherit_color'  itemprop=\"text\" ><h3 id=\"u2008-2\" style=\"text-align: center\">IMPACT<\/h3>\n<p id=\"u2008-4\">This final section is where impact on the organizational objectives is evaluated. So here the tool is looking to cover reputation improvement, relationships improved or established, increase in sales or donations, change in policy, or improved social change. This is a clear demonstration of business outcome and link to organizational objectives.<\/p>\n<p id=\"u2008-6\">Now what? Once completed click the SUBMIT buttons and you can convert your work into PDF for sharing or using in meetings or presentations. If you want to go back and EDIT, then click the red button at the top to make changes. Then click SUBMIT again. Save the PDF to your computer.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  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-37'><div class='entry-content-wrapper clearfix'><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1g875-5c75b2e7a5f861d440da14ce25b6befb\">\n.flex_column.av-1g875-5c75b2e7a5f861d440da14ce25b6befb{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1g875-5c75b2e7a5f861d440da14ce25b6befb av_one_full  avia-builder-el-35  el_after_av_section  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-13xu5-eedb33aa54f2455ea6ccc2cd3a2e076d\">\n#top .av_textblock_section.av-13xu5-eedb33aa54f2455ea6ccc2cd3a2e076d .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-13xu5-eedb33aa54f2455ea6ccc2cd3a2e076d '   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\/framework\/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":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-37","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>Home - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"description\" content=\"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This section was put together to answer challenges faced by communicators\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Home - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:description\" content=\"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This section was put together to answer challenges faced by communicators\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-30T12:52:23+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/\",\"name\":\"Home - AMEC Integrated Evaluation Framework\",\"isPartOf\":{\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website\"},\"datePublished\":\"2016-08-15T07:58:20+00:00\",\"dateModified\":\"2025-06-30T12:52:23+00:00\",\"description\":\"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This section was put together to answer challenges faced by communicators\",\"breadcrumb\":{\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Home\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/\",\"name\":\"AMEC Integrated Evaluation Framework\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Home - AMEC Integrated Evaluation Framework","description":"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This section was put together to answer challenges faced by communicators","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Home - AMEC Integrated Evaluation Framework","og_description":"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This section was put together to answer challenges faced by communicators","og_url":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/","og_site_name":"AMEC Integrated Evaluation Framework","article_modified_time":"2025-06-30T12:52:23+00:00","twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/","url":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/","name":"Home - AMEC Integrated Evaluation Framework","isPartOf":{"@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website"},"datePublished":"2016-08-15T07:58:20+00:00","dateModified":"2025-06-30T12:52:23+00:00","description":"Welcome to the resource centre for AMEC\u2019s new Integrated Evaluation Framework. This section was put together to answer challenges faced by communicators","breadcrumb":{"@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/amec.blazedev.co.uk\/amecframework\/home\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/"},{"@type":"ListItem","position":2,"name":"Home"}]},{"@type":"WebSite","@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website","url":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/","name":"AMEC Integrated Evaluation Framework","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/pages\/37","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/comments?post=37"}],"version-history":[{"count":60,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/pages\/37\/revisions"}],"predecessor-version":[{"id":16525,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/pages\/37\/revisions\/16525"}],"wp:attachment":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/media?parent=37"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-json\/wp\/v2\/tags?post=37"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}