Measurement key to improving effectiveness of PR says CIPR at AMEC Summit
Proper measurement and evaluation will improve the effectiveness and perceived value of public relations, cementing the practice in its rightful position as a strategic management function, according to the broad consensus at the AMEC Summit in Dublin last week. Philip Sheldrake, a member of the CIPR and a leading thinker on progressive forms of measuring and evaluating public relations, spoke on behalf of the CIPR at the AMEC Summit on Measurement and was strongly advocating this position.
Other key messages and outcomes to emerge from the conference include:
- the need to emphasise public relations 'outcomes' as opposed to 'outputs'
- public relations is not media relations and there is an important distinction to be made here
- the adoption of a 'transparency table' which will allow public relations professionals to compare and contrast different approaches to measurement and evaluation in a meaningful way
- the launch of an AMEC public relations 'glossary' developed by members of the CIPR and designed to help secure consistent use of terminology and encourage plain speaking in public relations.
The conference was the annual European meeting of top communicators wishing to discuss bold ideas and vigorously debate issues surrounding improving measurement and ran over three days.
Public relations performance management and measurement lies at the heart of realising the full potential of PR, making public relations a profession rather than a mere practice, and making it accountable in the boardroom.
Robust and effective measurement starts at the planning stage and if public relations professional want to demonstrate the value of what they do they must make planning, measurement and evaluation an integral part of every major campaign. I fully support the commitment of AMEC and our members to making this happen.
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).