{"id":60,"date":"2016-08-15T11:27:07","date_gmt":"2016-08-15T10:27:07","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/?page_id=60"},"modified":"2016-08-22T12:46:57","modified_gmt":"2016-08-22T11:46:57","slug":"introduction","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/framework\/introduction\/","title":{"rendered":"Introduction"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-0  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68\">\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-av_image-1bdfe0e7bd26bcace9ad09554b1a6d68 av-styling- avia-align-center  avia-builder-el-1  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-166 avia-img-lazy-loading-not-166 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-small-1-1.png\" alt='' title='integrated-framework-logo-small (1)'  height=\"124\" width=\"205\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-2  el_after_av_one_full  el_before_av_hr  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-av_textblock-710f2b84645f078a27b61ae2c84de4a8\">\n#top .av_textblock_section.av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 .avia_textblock{\nfont-size:25px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-710f2b84645f078a27b61ae2c84de4a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; font-weight: 900;\">INTRODUCTION TO THE AMEC INTEGRATED EVALUATION FRAMEWORK<br \/>\nWHERE DID IT COME FROM AND WHY IS IT IMPORTANT?<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-cff9db79973b2b34cd1182f84c56818a\">\n#top .hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-cff9db79973b2b34cd1182f84c56818a hr-custom  avia-builder-el-4  el_after_av_one_full  el_before_av_one_full  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-5  el_after_av_hr  el_before_av_one_full  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u10245-2\">The practices of PR and strategic public communication have struggled with evaluation for almost half a century, as leading practitioners such as Fraser Likely and scholars such as Emeritus Professor Tom Watson have noted (Likely &amp; Watson, 2013).\u00a0 Much good work has been done and significant progress made such as the Barcelona Declaration of Measurement Principles (AMEC, 2015). However, practitioners face a diverse and often confusing range of models, metrics, and methods, and a lack of standards, which are undoubtedly reasons that many practitioners still do not do evaluation based on rigorous methods.<\/p>\n<p id=\"u10245-4\">\u00a0A number of industry organisations have recognised the need to develop standards for evaluation and provide tools to help practitioners that are based on best practice. The AMEC Integrated Evaluation Framework is a major initiative in this development.<\/p>\n<p id=\"u10245-6\">In developing this Integrated Evaluation Framework, AMEC has worked and continues to work in collaboration with many industry organisations around the world, with practitioners, and with leading academics in the field of evaluation and social science research.<\/p>\n<p id=\"u10245-8\">An important breakthrough presented in this framework is that AMEC has looked beyond PR evaluation models to other fields and disciplines including performance management, public administration, organisational development, and advertising and marketing.<\/p>\n<p id=\"u10245-11\"><strong><span id=\"u10245-9\">Program evaluation<\/span><\/strong> is a highly developed field, particularly in public administration, with a body of theory such as program evaluation theory and theory of change \u2013 i.e., knowledge about how and why things change and how change can be effected. Within the practice of program evaluation in public administration and fields such as project management, program logic models are widely used as practical models for implementation. While some evaluation models for PR and communication have applied elements of program logic models, much of the knowledge and resources in other fields have been overlooked, resulting in lost opportunities, fragmentation, and \u2018reinventing the wheel\u2019.<\/p>\n<p id=\"u10245-17\">By reaching into other disciplines and fields of practice such as public administration and management studies, as well as social science disciplines such as social psychology, this framework is able to identify widely used approaches and <strong><span id=\"u10245-13\">best practice<\/span><\/strong> as the basis for <strong><span id=\"u10245-15\">standards<\/span><\/strong>.<\/p>\n<p id=\"u10245-19\">For example, while PR evaluation models commonly identify three or four stages of communication programs and campaigns \u2013 e.g., inputs, outputs, outcomes, and sometimes outtakes \u2013 and other PR evaluation models introduce new terms such as outflows and outgrowths, program logic models that are widely used across many industries worldwide include:<\/p>\n<p id=\"u10245-26\" class=\"ts-Default-Link-Style--copy\">The <strong><span id=\"u10245-21\">Kellogg Foundation program logic model<\/span><\/strong> (Kellogg Foundation, 1998\/2004), which identifies five key stages \u2013 inputs, activities, outputs, outcomes, and impact (see <a class=\"nonblock\" href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a>);<\/p>\n<p id=\"u10245-33\" class=\"ts-Default-Link-Style--copy\">The<strong><span id=\"u10245-28\"> University of Wisconsin Extension<\/span><\/strong> (UWEX) program logic model (Taylor-Power &amp; Henert, 2008), which plans and evaluates programs in terms of inputs; outputs separated into \u2018activities\u2019 and \u2018participation\u2019; and outcome-impact separated into \u2018short-term, \u2018intermediate\u2019 (or medium-term), and long-term\u2019 \u2013 thus having six stages in total (see <a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a>).<\/p>\n<p id=\"u10245-35\">The AMEC Integrated Evaluation Framework is built on these widely-used logic models, underpinned by a solid foundation of theory and extensive testing in practice, adapted to strategic public communication.<\/p>\n<p id=\"u10245-41\">Best practice in communication evaluation also draws on communication and media theories such as the steps of<strong><span id=\"u10245-37\"> information processing <\/span><\/strong>identified by W. J. McGuire (1985, 2001) in The Handbook of Social Psychology, and the <strong><span id=\"u10245-39\">communication-persuasion matrix<\/span><\/strong>. The AIDA model (attention, interest, desire, action) used in advertising is a derivative of McGuire\u2019s steps, although the full list of steps in information processing is much more extensive including exposure, attention, understanding, liking, retention, consideration, acquiring skills or knowledge, attitude change, intention, action\/behaviour, and advocacy (McGuire, 2001).<\/p>\n<p id=\"u10245-43\">The AMEC Integrated Evaluation Framework is an integration of best practice and best knowledge from these and other fields and disciplines. This brings greater consistency to evaluation of strategic public communication leading the way to standards, and it ensures rigour and validity.<\/p>\n<p id=\"u10245-53\">The taxonomy, model, tools, and resources produced as part of this AMEC framework also align with planning and program management models developed in public relations\u00a0 and corporate communication including the <strong><span id=\"u10245-45\">RACE model<\/span><\/strong> of PR planning, which stands for research, action, communication, evaluation (Marston, 1981); the <strong><span id=\"u10245-47\">ROPE model<\/span><\/strong> which stands for research, objectives, program\/plan, evaluation (Hendrix, 1995); the expanded<strong><span id=\"u10245-49\"> RAISE model\u00a0<\/span><\/strong>(Kendall, 1997), which advocates research, adaptation, implementation, strategy, implementation; and Sheila Crifasi\u2019s (2000) <strong><span id=\"u10245-51\">ROSIE model<\/span><\/strong>, which slightly rearranges the stages as research, objectives, strategies, implementation, evaluation.<\/p>\n<p id=\"u10245-55\"><strong>Jim Macnamara<\/strong><\/p>\n<p id=\"u10245-57\">Professor of Public Communications,<\/p>\n<p id=\"u10245-59\">University of Technology, Sydney<\/p>\n<p id=\"u10245-62\">REFERENCES<\/p>\n<p id=\"u10245-67\" class=\"ts-Default-Link-Style--copy\">AMEC (Association for Measurement and Evaluation of Communication. (2015). Barcelona Principles 2.0. Available at <a class=\"nonblock\" href=\"http:\/\/amecorg.com\/barcelona-principles-2-0-infographic\" target=\"_blank\">http:\/\/amecorg.com\/barcelona-principles-2-0-infographic<\/a><\/p>\n<p id=\"u10245-69\">Crifasi, S. (2000). Everything\u2019s coming up rosie. Public Relations Tactics, 7(9), September, Public Relations Society of America.<\/p>\n<p id=\"u10245-71\">Hendrix, J. (1995). Public relations cases (3rd ed.). Belmont, CA: Wadsworth.<\/p>\n<p id=\"u10245-76\" class=\"ts-Default-Link-Style--copy\">Kellogg Foundation. (1998\/2004). Logic model development guide. Battle Creek, MI: Author. Retrieved from <a class=\"nonblock\" href=\"http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf\" target=\"_blank\">http:\/\/www.epa.gov\/evaluate\/pdf\/eval-guides\/logic-model-development-guide.pdf<\/a><\/p>\n<p id=\"u10245-78\">Kendall, R. (1997). Public relations campaign strategies: Planning for implementation (2nd ed.). New York, NY: Addison-Wesley.<\/p>\n<p id=\"u10245-80\">Likely, F., &amp; Watson, T. (2013). Measuring the edifice: Public relations measurement and evaluation practice over the course of 40 years. In J. Sriramesh, A. Zerfass, &amp; J. Kim (Eds.), Public relations and communication management: Current trends and emerging topics (pp. 143\u2013162). New York, NY: Routledge.<\/p>\n<p id=\"u10245-82\">Marston, J. (1981). Modern public relations. New York, NY: McGraw-Hill.<\/p>\n<p id=\"u10245-84\">McGuire, W. (1985). Attitudes and attitude change. In G. Lindzey &amp; E. Aronson (Eds.), Handbook of social psychology, Vol. 2 (3rd ed., pp. 233\u2013346). New York, NY: Random House.<\/p>\n<p id=\"u10245-86\">McGuire, W. (2001). Input and output variables currently promising for constructing persuasive communications. In R. Rice &amp; C. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 22\u201348). Thousand Oaks, CA: Sage.<\/p>\n<p id=\"u10245-90\" class=\"ts-Default-Link-Style--copy\">Taylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from\u00a0<a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_full-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-9d24124a545ef7691702bdbb54c0e581 av_one_full  avia-builder-el-7  el_after_av_one_full  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-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b\">\n#top .av_textblock_section.av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-e8931f3a3cb0ffe4e01460315f0ed18b '   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\">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":50,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-60","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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