However, the PRCA says too many people still ‘fail to embrace rigorous evaluation methods for PR’. And when I looked closer at the 24% stat, it said that the Barcelona Principles were the preferred evaluation method. That’s rubbish! In every sense.
Firstly, the Barcelona Principles is not a method, it’s what it says it is, principles. Second, what are the other 76% of the 1,687 respondents doing?
As someone who was very closely involved in the development of AMEC’s Integrated Evaluation Framework (IEF), I call on everyone in the industry to use the IEF as your method. It’s a planning tool, a management tool, and a measurement tool. It’s the standard for all UK Government comms measurement, and many Blue Chip brands. It’s the best model the industry has and if we are serious about justifying budgets, showing tangible impact, and getting rid of vanity metrics and useless AVEs, then we should all be using the IEF. End of story.