This hour-long webinar, part of AMEC's Measurement Month, was a practical session, demonstrating how to use the Framework, and what makes it different. The session was co-presented by Giles Peddy, Group Managing Director UK at LEWIS and Richard Bagnall, CEO of Prime Research UK, and moderated by Johna Burke, CMO at BurrellsLuce. Both Richard and Giles were members of the AMEC working group that developed the new Framework. For more expert insights, visit teamlewis.com/blog

1. #AMECMM
Giles Peddy
@GilesPeddy
Johna Burke
@gojohnab
A practical
session
September 22
Richard Bagnall
@richardbagnall

2. AMEC then…

3. Now: AMEC today
150 Members in 86
countries worldwide
World’s largest
measurement &
insights trade body
Corporate members
include NATO, UNICEF
and The Bill & Melinda
Gates Foundation

4. 4
Barcelona 2010 Lisbon 2011 Madrid 2013
Barcelona Principles Valid Metrics Frameworks Social Media
Measurement Frameworks
Amsterdam 2014 Stockholm 2015 London 2016
User Guides and ‘How to’s’ Barcelona Principle 2.0 IEF – The Integrated
Evaluation Framework
AMEC Milestones

5. PESO: Paid, Owned, Shared and Owned Media
5
Source: http://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

6. 6

8. 80 million votes
3.5 million ‘likes’
Increase of 600%
140,000+ tweets
60,000 new followers
2.9 billion impressions
17 million unique views
RESULTS:

9. THE METRICS THAT
MATTER:

10. To communicate the right message
to the right target audience…
… to achieve an objective
What are we trying to do?

11. The New Integrated Evaluation Framework
11

12. Context to the Integrated Evaluation Framework
12
• Many of the evaluation methods and techniques that the
industry took for granted for so many years are no
longer enough.
• As organizational silos are coming down, PR
professionals are being asked to work across all forms
of media and use, and measure, these new channels
and tactics.
• Work must encompass paid, earned, shared and owned
media.
• To be effective at our jobs, we now need to plan and
measure our communications in a truly integrated
manner.
• To prove the value of communication in an age of
accountability it is vital to move beyond measuring just
the content (or ‘media’) analysis that largely sufficed for
the previous 20 years.
• Now communication professionals must show the effect
that their work has had on the objectives of their
respective organizations.

13. AMEC and the working group
• AMEC has been championing better measurement in
our industry for many years.
• It developed the Barcelona Principles and the Valid
Metrics model.
• But AMEC recognized that it need a new solution to
the most common challenges and pressures faced by
communicators today as they look to prove their value
in a rapidly evolving media landscape.
• AMEC set-up a working group from across commercial
and public sector, agency, client-side, research and
academic community.
• The working group spent a year working on a new
framework to enable all marketing communications
professionals, of all levels, have an interactive tool that
would guide them through better planning,
measurement and evaluation.

14. What is the new framework intended to do?
14
• The interactive element of the integrated evaluation framework
will guide you through the process from aligning objectives to
establishing a plan, setting targets and then measuring the
outputs, outtakes, outcomes and impact of your work.
• At each step of the process it provides additional information
and suggests potential approaches and metrics that might be
appropriate.
• It provides a consistent and credible approach that works for
organizations of all sizes but which can be tailored to very
specific user cases and objectives.
• Anyone can use it, it is free and non-proprietary.
• The industry now has one integrated approach to the
measurement challenges of today.
• This new framework shows how to ‘operationalize’ the
Barcelona Principles and demonstrates how to turn Principles
into action, and to finally prove the value of our work.
Launched in June 2016 at the
AMEC Summit, London

15. Interactive Evaluation Framework by AMEC
15

16. Interactive Evaluation Framework by AMEC
16

17. Interactive Evaluation Framework by AMEC
17

18. Interactive Evaluation Framework by AMEC
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19. Initial response has been really positive!
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“I think this new interactive tool is fantastic and a
hugely valuable tool to the industry. It takes the
theory of the Barcelona Principles into a reality of
setting goals, establishing KPIs and implementing
measurement programs. It is something I can see
using all the time with many of our clients and
account teams.”
David Rockland, Partner/CEO, Ketchum Global
Research & Analytics, & Immediate Past Chairman,
AMEC
"Evaluating communications effectiveness has
never been more important. Across the UK
Government, the AMEC Principles have helped us
to make sure we are measuring what matters. The
principles need to be applied in practice so I
welcome this new AMEC Interactive Framework
which brings these principles to life in a user
friendly way.”
Alex Aiken, Executive Director of Government
Communications
UK Government
“AMEC's new Integrated Evaluation Framework isn't just
pleasing to the eyes - which I firmly believe all useful things
SHOULD be - it makes SMART measurement and
evaluation intuitive, which is the first step to adoption. Our
industry has been desperate for a solution like this for
decades. And with one click of the mouse, AMEC may have
sounded the death knell of vapid metrics - turning them into
valid metrics - once and for all.”
Shonali Burke, CEO, Shonali Burke Consulting
“The tool is elegantly simple. It's the missing link between
the Barcelona Principles, AMEC's integrated framework,
and practical application in public relations practice across
all forms of media. Practitioners no longer have any
excuses for not measuring their work. Great job AMEC.
Thank you on behalf of the public relations profession.”
Stephen Waddington, Partner and Chief Engagement
Officer, Ketchum

20. A
#AMECMM
Find out more and start
using the framework:
September 22
The session write-up and
recording will be available
tomorrow on the LEWIS blog.
Visit:
amecorg.com/amecframework teamlewis.com/blog