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Published on

June 21, 2016


AMEC, communications, measurement

AMEC has unveiled its new Integrated Evaluation Framework at its International Summit on Measurement in London. A working group involving LEWIS worked on its development with resources provided by LEWIS to create the new online tool.

The Framework “operationalises” and shows how to implement Barcelona Principles 2.0, linking organisational objectives to comms objectives, outputs, outtakes, outcomes and organisational impact. The Framework is designed to span all forms of communications from brand and product to advocacy and crisis, as well as measure across paid, earned, shared and owned (PESO) channels.

AMEC is launching the new Integrated Evaluation Framework with a comprehensive supporting website of resource material including for the first time a taxonomy of measures to help users better plan and measure campaigns. The new site was designed and built by LEWIS for AMEC as part of the agency’s support of driving better measurement in the industry.

The new AMEC Framework has been deliberately developed as an interactive tool to deliver a step-by-step user process with tool tips for information and follow-on resources for the user.

The AMEC working group worked closely with the UK Government Communications Services, who have adopted AMEC standards and has a strong relationship with the association in its quest for “taking measurement mainstream”.

Giles Peddy, Group Managing Director UK at LEWIS, who showcased the new tool at the summit yesterday to nearly 300 global measurement experts as well as hundreds more online via Periscope, urged the industry to embrace and adopt the new model.

He said; “The new Integrated Evaluation Framework gives users a clear methodology and taxonomy to develop a clear, measureable communications plan, and evaluate its success.”

Richard Bagnall, CEO of Prime Research UK, and AMEC Board Director, led the working group that developed the tool. He added: “We wanted to take the pain out of measuring communication in what has become an ever more complex world. This interactive tool allows organisations of all sizes to easily plan and measure their integrated communications activity, proving the value of their work in a meaningful and credible manner.”

Jeremy Thompson, Managing Director, Cision EMEA, and Chairman of AMEC, said: ““We believe this is a break-through tool for PR and communications professionals and we encourage you to use it and adopt it as we look to drive best practice and common standards in our industry.”

Take a look at the evaluation framework here. 

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