CIPR Excellence Awards judges reinforce measurement best practice
The judges for the ‘Best Use of Research, Planning, Measurement & Evaluation’ Excellence Award have reinforced the CIPR’s commitment to best practice by highlighting the rule that the inclusion of Advertising Value Equivalence (AVEs) in any 2013 CIPR Excellence Awards entry, even if included alongside other valid measurement metrics, will result in a zero score for the research, planning, measurement and evaluation section of the judging process.
Barry Leggetter FCIPR, Executive Director for The International Association for the Measurement and Evaluation of Communication (AMEC), Philip Lynch, Director of Evaluation at Kantar Media, and Sandra Macleod FCIPR, CEO of Echo Research, are the judges for this year’s special award, which is drawn from the winners of the 23 campaign categories.
The Institute has also made the previous member-only Research, Planning and Measurement Toolkit available publicly via download request for all entrants, and have also published a Statement of Best Practice in Measurement and Evaluation to help this year’s entrants in writing their entries.
I'm delighted to see that the public relations industry is gaining in professionalism as it increases in credibility and importance. As judges, we are looking for demonstrable best practice in making communications core to the organisation’s success - impacting attitudes and behaviours. AVEs are truly a thing of the past and no longer relevant at this level.
Measuring the positive impact of our work is a vital part of building the credibility of the public relations profession. Public relations can be measured, but there are no magic bullets and we hope that by awarding a mark of zero for use of AVEs we clearly underline the importance of measuring outcomes linked to organisational objectives.
Notes to editors
About the Chartered Institute of Public Relations (CIPR)Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is the largest membership organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.
The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).