{"id":85,"date":"2016-08-15T12:49:57","date_gmt":"2016-08-15T11:49:57","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/?page_id=85"},"modified":"2024-11-25T16:40:20","modified_gmt":"2024-11-25T16:40:20","slug":"expert-opinion","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/home\/supporting-material\/expert-opinion\/","title":{"rendered":"Expert Opinion"},"content":{"rendered":"<div class='clear'><\/div><div id='sub_menu1'  class='av-submenu-container av-1bru9h-f5e5dd4c8344a05f6dd0e08d6ea21295 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-1bj329-fb5a172b9da1318610b526c092ea9a62 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-1ao9vp-239a5860b57c7541bae13e0f15aecc28 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-1a4elp-36ae2a18414c3e15f19cbee170f85704 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-19ckip-475556731587ee8d042935f58853dc52 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-18ti6d-f95cce62d174a5a8324e634c400361db 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-18c7vl-22ddccfe0f29dee863f2c73e39a6ccd4 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-17y5e9-129055d6a355de36d04c2380acb14f45 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-4b799-4bee0d11b110888daea707eaedfa565d 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-16rz3x-a1f3b53914288570c803d81fd2f83275 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-165d55-aabc9673f9927aec08a4653b221d3cc5 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-15jgbx-fae248d11d74df84be8e822517acbd5b\">\n.flex_column.av-15jgbx-fae248d11d74df84be8e822517acbd5b{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-15jgbx-fae248d11d74df84be8e822517acbd5b 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-14yqcd-3f51df5a9b6dd0473ec44c51ffbb9398\">\n.flex_column.av-14yqcd-3f51df5a9b6dd0473ec44c51ffbb9398{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-14yqcd-3f51df5a9b6dd0473ec44c51ffbb9398 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-14a401-ee5e9165b2f6bf7606df01c60f6770dd '   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-13k8tt-e95a5fa32174f11125ee978ff64c7a30\">\n#top .hr.av-13k8tt-e95a5fa32174f11125ee978ff64c7a30{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-13k8tt-e95a5fa32174f11125ee978ff64c7a30 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-13k8tt-e95a5fa32174f11125ee978ff64c7a30 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-138ps5-73d711ed86e5765c4fd2a83deac992f4  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-12jpml-e1473706faad463d3d43e62dd127d016 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><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><br \/>\n<section  class='av_textblock_section av-kp2ueg6x-3054c13eeef6bbd8093f7ef8bc371b76 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Richard Bagnall Co-Founder, <a href=\"https:\/\/commsclarity.com\/\">CommsClarity Consulting<\/a><\/strong><br \/>\n<a href=\"https:\/\/amecorg.com\/\">AMEC<\/a> Board Director, AMEC IEF Team Lead<\/p>\n<p>There are a number of reasons why the industry needs to move on from its past focus 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>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>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 metrics much beyond being interpreted as essentially an index.<\/p>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=EhrXyl8glko&#038;t=41s&#038;ab_channel=CARMA\">In 2019, I gave a talk in Hong Kong at Ogilvy PRs offices where I elaborate further on these challenges and explain how the framework helps us to overcome them with modern thinking.<\/a><\/p>\n<\/div><\/section><br \/>\n<br \/>\n<section  class='av_textblock_section av-kp2ve33y-774d79ee1091082de74016b9275b78b1 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>When these challenges are coupled with the new reality of the integrated world where PRs are expected to be comfortable working across paid, earned, shared and owned 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 out-takes, outcomes and impacts that are derived from our work.<\/p>\n<p>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, benchmarks, targets, activities, outputs, out-takes, outcomes and organisational impact.<\/p>\n<p>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-114hyd-62ba800729e4587cd99426eb693777fd 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-10n871-986f2d1e02ce8009414e585ccad0bcb3\">\n.flex_column.av-10n871-986f2d1e02ce8009414e585ccad0bcb3{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-10n871-986f2d1e02ce8009414e585ccad0bcb3 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-3lv55-042a0b5823a4759fb416faba9990fbdb\">\n.flex_column.av-3lv55-042a0b5823a4759fb416faba9990fbdb{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3lv55-042a0b5823a4759fb416faba9990fbdb 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-zk6k9-246d055109db11dbaa59932bffb8ef3a '   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-yyx4p-a2bfaab1b83724a88c6974978fe32acd\">\n#top .hr.av-yyx4p-a2bfaab1b83724a88c6974978fe32acd{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-yyx4p-a2bfaab1b83724a88c6974978fe32acd .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-yyx4p-a2bfaab1b83724a88c6974978fe32acd 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-kp2vexic-f3921294cb321f7b3f8ae2b3fd7ae19a  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-y1jqp-eb6aabc3e6f91dbc1f16e650ae98640f 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>CEO,<br \/>\nMissive PR<\/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-3ctix-e68d72e94fcfaefe0e1d27f38e8bfa98 '   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-x2m0x-c91598ad730978c1ed52432aea2cb151 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-w9ind-005e5ddacc510b7911080e5c23dadd46\">\n.flex_column.av-w9ind-005e5ddacc510b7911080e5c23dadd46{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-w9ind-005e5ddacc510b7911080e5c23dadd46 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-vtb8l-5d93654cd1965245fdebc04f71a49344\">\n.flex_column.av-vtb8l-5d93654cd1965245fdebc04f71a49344{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-vtb8l-5d93654cd1965245fdebc04f71a49344 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-vi9xt-3bbcb5a9b82fca280c768697e13b489d '   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-urupd-0ee4521e55de1db65943e7859e80b807\">\n#top .hr.av-urupd-0ee4521e55de1db65943e7859e80b807{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-urupd-0ee4521e55de1db65943e7859e80b807 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-urupd-0ee4521e55de1db65943e7859e80b807 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-kp2vfdh3-09833c42b5862a166838c4e181277d3b  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-ubdkl-3eb8f41f028695c2222cf475d19d1cd0 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>Founder<br \/>\nSpin Sucks<\/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-tf605-9f4e0ec42046fe5d59cfbd6412774c1c '   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\"><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\"><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\"><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-soyy5-44abc7049e97b549162f7c178646ef1d 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-sghxl-5eea4afa36551b9b5e267b742b012b38\">\n.flex_column.av-sghxl-5eea4afa36551b9b5e267b742b012b38{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-sghxl-5eea4afa36551b9b5e267b742b012b38 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-ruhyh-72ef04c651d70fb0bab751b483ee39e6\">\n.flex_column.av-ruhyh-72ef04c651d70fb0bab751b483ee39e6{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-ruhyh-72ef04c651d70fb0bab751b483ee39e6 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-r1ftd-d40e4a451765352406f44fc35488c06c '   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-qqo31-f415d4da46e8581a1af2361166973d8e\">\n#top .hr.av-qqo31-f415d4da46e8581a1af2361166973d8e{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-qqo31-f415d4da46e8581a1af2361166973d8e .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-qqo31-f415d4da46e8581a1af2361166973d8e 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-kp2vgd5v-2da314b0974037ddf5e9d944a6b127c9  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-q00d1-a891810f1971bcde53e2dae963bba372 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>Stephen is Founder of Wadds Inc. He\u2019s a Visiting Professor at Newcastle University. He blogs at wadds.co.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-p8mbt-68d1f57e4eb308efd6c274aaeada4d20 '   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\"><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-ozufl-e6dcee94fed516607219a24facbedc1f 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-o0id5-dc85dca0139fcf75b084e173d1053338\">\n.flex_column.av-o0id5-dc85dca0139fcf75b084e173d1053338{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-o0id5-dc85dca0139fcf75b084e173d1053338 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-ni5n1-76220855c5dd057cfb04cd3a7b8204c2\">\n.flex_column.av-ni5n1-76220855c5dd057cfb04cd3a7b8204c2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-ni5n1-76220855c5dd057cfb04cd3a7b8204c2 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-mqki9-0198ebbf339df455d8dc67fb2dcb8a47 '   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-mjbml-399ba68480e382a4345c949d448f8104\">\n#top .hr.av-mjbml-399ba68480e382a4345c949d448f8104{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-mjbml-399ba68480e382a4345c949d448f8104 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-mjbml-399ba68480e382a4345c949d448f8104 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-kp2vhcnz-487959b3a6f4b92bebcafbbc0fb6fb98  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-lr7fp-191e01a6af48c8e3d0325f02d7327d1d 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>Founding Director and CEO<br \/>\nPembroke and Rye<\/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-kwe3l-335b3e7f352c38ab530b37648c39913b '   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-ku2ot-a65023ab9f153fe515ee04f90ecb8988 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-jpxh1-88242e2cb15bf09df02e3a03642f2870\">\n.flex_column.av-jpxh1-88242e2cb15bf09df02e3a03642f2870{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jpxh1-88242e2cb15bf09df02e3a03642f2870 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-jl1s1-21b38f86ba0162f6e734591b4c6c4f1c\">\n.flex_column.av-jl1s1-21b38f86ba0162f6e734591b4c6c4f1c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-jl1s1-21b38f86ba0162f6e734591b4c6c4f1c 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-iypgh-27d85823384f3cfec1cc6ad22f51da65 '   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-id4dh-9c0ce28b50a6561aae5f52748a2de180\">\n#top .hr.av-id4dh-9c0ce28b50a6561aae5f52748a2de180{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-id4dh-9c0ce28b50a6561aae5f52748a2de180 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-id4dh-9c0ce28b50a6561aae5f52748a2de180 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-hj0yp-2a2883475598f0bc45fbc616760082c2  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-grd7h-8acf2aeae590bef61d32046af8e7d701 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-1matx-1553b8e3f56278ccd57e6ccc4fe2b7e0 '   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-fpaap-daf028f2287c950778409f613540bb1d 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-f5n4d-ca8fe81b6aa17009f31e8f5866d7987c\">\n.flex_column.av-f5n4d-ca8fe81b6aa17009f31e8f5866d7987c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-f5n4d-ca8fe81b6aa17009f31e8f5866d7987c 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-ep0th-3a343af3a4ce7e7d4dd259b4f35af92d\">\n.flex_column.av-ep0th-3a343af3a4ce7e7d4dd259b4f35af92d{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-ep0th-3a343af3a4ce7e7d4dd259b4f35af92d 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-1do3t-0a1b9abea8ac82bcf70177a5175dfa4e '   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-defnp-a13b306ea9dbf88e5814c7d87f1d22af\">\n#top .hr.av-defnp-a13b306ea9dbf88e5814c7d87f1d22af{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-defnp-a13b306ea9dbf88e5814c7d87f1d22af .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-defnp-a13b306ea9dbf88e5814c7d87f1d22af 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-cqnvd-36d238b7ff13acf7f20c61724e5fdbaf  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-cbrdh-92ca727fc061a1069b6755eb1165c71c '   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=\"u6119-7\">\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\"><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-bf62l-294a37ac5717609944a2230e40c709c7 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-b8qfp-359258220da71acfbde139c74e8ea389\">\n.flex_column.av-b8qfp-359258220da71acfbde139c74e8ea389{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-b8qfp-359258220da71acfbde139c74e8ea389 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-ajsfx-e4cbc88db4f7f4d72bbd9caca9648e0c\">\n.flex_column.av-ajsfx-e4cbc88db4f7f4d72bbd9caca9648e0c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-ajsfx-e4cbc88db4f7f4d72bbd9caca9648e0c 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-10axl-73544e730f9f29727be9c8fdf011ae82 '   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-99qsx-ab69cd32f32a8d18ce585bf82c65ead0\">\n#top .hr.av-99qsx-ab69cd32f32a8d18ce585bf82c65ead0{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-99qsx-ab69cd32f32a8d18ce585bf82c65ead0 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-99qsx-ab69cd32f32a8d18ce585bf82c65ead0 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-8tm8x-101e5d363c9d784232f43a650c606d0f  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-86ctp-1fa40a57f6d7b58fb45df4b03f6cf830 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-7fkh1-369971988019df0c5c1903ed2053b2df '   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-6xe89-963444ef0738390e81d62ae1cf26a4b6 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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6gtxl-a761b9d35b3bf1cbdbeda756133f0010\">\n.flex_column.av-6gtxl-a761b9d35b3bf1cbdbeda756133f0010{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-6gtxl-a761b9d35b3bf1cbdbeda756133f0010 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-5r1rp-3cbb4c450032afad3a382b465dab670b\">\n.flex_column.av-5r1rp-3cbb4c450032afad3a382b465dab670b{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-5r1rp-3cbb4c450032afad3a382b465dab670b 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-4vg1d-1792a2c4fe1459f84cba99fdf82e24ee '   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-49un9-5b18ff2552d7762beb8a0f63d47f1cf3\">\n#top .hr.av-49un9-5b18ff2552d7762beb8a0f63d47f1cf3{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-49un9-5b18ff2552d7762beb8a0f63d47f1cf3 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-49un9-5b18ff2552d7762beb8a0f63d47f1cf3 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-3qii5-f7bbbf2261096b0b8c94c596eab44cea  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-358x1-afc884883097dcf0fc7d513ce187f7e2 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-2uoqx-370e151686c336b7aca6d680b12f670c '   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-85'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1xpk1-4071893329990a0e83ede6dd192c5ca2\">\n.flex_column.av-1xpk1-4071893329990a0e83ede6dd192c5ca2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1xpk1-4071893329990a0e83ede6dd192c5ca2 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-1nkid-154ed07fec60efbd1f0aca637d9b38b9\">\n.flex_column.av-1nkid-154ed07fec60efbd1f0aca637d9b38b9{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1nkid-154ed07fec60efbd1f0aca637d9b38b9 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-ovcx-eda364cf5f49b46db0a4adc4de53cbc7\">\n#top .av_textblock_section.av-ovcx-eda364cf5f49b46db0a4adc4de53cbc7 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-ovcx-eda364cf5f49b46db0a4adc4de53cbc7 '   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":72,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-85","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=\"en_US\" \/>\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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