Measuring Results in PR
Every industry uses statistics and figures to measure performance. Calculating the results is made simpler to determine whether a project or product is successful or unsuccessful. In the communications and PR sector, data is crucial for assessments.
Businesses with PR agencies undoubtedly want to know how the agency enhances their brand's recognition and reputation in the local market. Here is where measurement's communication tools come into play.
There are numerous approaches to measuring communication success based on the various sorts of data that must be collected.
Advertising Value Equivalence (AVE)
Using the potential cost of the coverage obtained, public relations and communications firms estimate the impact of media coverage using the AVE method. This represents an estimate of the revenue cost associated with an article.
The real benefit of AVEs is that they can reveal a person's level of numeracy. That is all, indeed.
AVEs offer zero strategic value or insightful information. A perfect evaluation should yield information that can be used to develop a well-thought-out approach. However, this kind of measurement offers figures and information in a fruitless effort to defend the effectiveness of a campaign.
AMEC Integrated Framework
In contrast to AVEs, AMEC's Integrated Evaluation Framework offers a reliable and consistent methodology suitable for businesses of all sizes, regardless of aim or budget. Today's measurement and evaluation concerns can be addressed using this paradigm in an integrated manner.
The most recent AMEC framework was created as an interactive framework model, providing a user with a step-by-step manual with tools, recommendations, and resources to gather data and follow.
Barcelona Principle 3.0
The AMEC model and this method of evaluating PR success go hand in hand. While including both a qualitative and quantitative study of PR operations, it focuses on identifying outputs, outcomes, and future effects (outtakes).
Let's use a straightforward example of Company A's launch of a new pair of headphones to explain the three concepts. The main objective of the PR team would be to guarantee as much favourable press as possible in the target media.
The agency's goal is to OUTPUT
A significant number of articles discuss the product, its features, and its capabilities, presenting the product favourably in the media. RESULTS: The target market becomes more aware of this product and recognizes its advantages over competing goods, encouraging them to buy the headphones. The OUTTAKE is that the headphones sell a lot of units.
Why is it important to measure results?
There are two main justifications for judging the success of PR initiatives.
1. Measuring outcomes in PR justifies why a task is completed and how it benefits the company.
2. The identified number can be used to identify the campaign's strengths and weaknesses and provide feedback for the agency or client to use in future campaigns, allowing companies to become more data-driven.
It is crucial to change the measurement method from AVEs to AMEC. The AMEC model offers real insights that can be applied to future strategy development and explains how and why this is advantageous for a corporation. AVEs, on the other hand, merely assist in identifying how much money a company saves.
Any measurement and evaluation framework must be credible, transparent, and true to itself.