{"id":3082,"date":"2021-06-22T13:09:00","date_gmt":"2021-06-22T13:09:00","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&#038;p=3082"},"modified":"2024-01-08T06:43:19","modified_gmt":"2024-01-08T06:43:19","slug":"events-designing-a-pr-measurement-framework","status":"publish","type":"tms","link":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/","title":{"rendered":"Designing a PR measurement framework"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">It seems like there\u2019s a framework for everything these days, and PR measurement is certainly no stranger to a framework. But despite this (or, perhaps, because of it), it can be overwhelming figuring out where to start. How do you design a framework that will help you understand your communications plan and where evaluation fits into it? How do you know what metrics to look for? How do you show the value of PR and the impact you\u2019ve had on your organisation?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These are all big questions, and enough to make even the most seasoned PR veteran baulk. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I recently presented my approach to PR measurement frameworks at <strong><span style=\"color:#ff9c4a\" class=\"has-inline-color\">#WaddsCon<\/span><\/strong>, the monthly free webinar series run by guru of all things comms, Stephen Waddington. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are a wide range of measurement frameworks out there, but they generally follow the same broad flow: start with knowing what you\u2019re trying to achieve, plan and implement your activities, then report on them. At CARMA, we often use a version based on the <strong><a href=\"https:\/\/amecorg.com\/amecframework\/\"><span style=\"color:#ff9c4a\" class=\"has-inline-color\">AMEC framework<\/span><\/a><\/strong>, but simplified:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">AMEC:<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"469\" height=\"470\" src=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/10\/AMEC-1.png\" alt=\"\" class=\"wp-image-3681\" srcset=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/10\/AMEC-1.png 469w, https:\/\/carma.com\/wp-content\/uploads\/2021\/10\/AMEC-1-300x300.png 300w, https:\/\/carma.com\/wp-content\/uploads\/2021\/10\/AMEC-1-150x150.png 150w\" sizes=\"(max-width: 469px) 100vw, 469px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">CARMA:<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"687\" height=\"111\" src=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/10\/CARMA-1.png\" alt=\"\" class=\"wp-image-3684\" srcset=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/10\/CARMA-1.png 687w, https:\/\/carma.com\/wp-content\/uploads\/2021\/10\/CARMA-1-300x48.png 300w\" sizes=\"(max-width: 687px) 100vw, 687px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We start with <strong><a href=\"https:\/\/carma.com\/the-measurement-standard\/commentary\/the-smartest-thing-about-pr-smart-objectives-is-not-what-you-think\/\"><span style=\"color:#ff9c4a\" class=\"has-inline-color\">objectives<\/span><\/a><\/strong><span style=\"color:#ff9c4a\" class=\"has-inline-color\"> <\/span>\u2013 what are you trying to achieve \u2013 then move to the activities you\u2019ll undertake, then to outputs (coverage results) and outcomes (audience metrics), the measurement bit. This is all under the influence of inputs \u2013 the environment you\u2019re operating within, e.g., benchmarking data, external factors, target audiences etc. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is a pretty clear and straightforward flow which helps clients see everything planned out on a page, so that it\u2019s easier to understand how things link together. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But when it comes to choosing which metrics go into the outputs and outcomes columns, it can quickly start to get muddled. Lots of different numbers come out of the woodwork and soon, the framework can start to look like an encyclopaedia of metrics. It\u2019s easy for clients to become overwhelmed by what to make of any of these numbers and to be in danger of death by data. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why I like to add an additional layer to the framework, based on the mantra of see, think, do.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At its most basic, PR is trying to do three things \u2013 generate awareness amongst your target audience (see), create a perception and level of interest within that audience (think), and facilitate an action for the audience to take (do). Obviously, a comms\/marketing funnel is more nuanced than this, but PR tends to mostly live at the top end of that funnel, generating awareness, interest\/consideration, and action. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adding this layer to a framework helps to focus the mind on why any activity is actually being done, and ensure that the metrics you choose speak directly to this. It avoids extraneous numbers being added to the mix, just because it\u2019s possible to measure them, and it helps clients explain what any given number means.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a simple tool to ensure that we don\u2019t just look at one type of metric to the detriment of the others; it helps clients tell clearer stories about the impact they\u2019ve had on the business; it allows PR teams to demonstrate where they fit into the rest of the comms function, and ultimately it keeps everyone \u2013 clients and us analysts alike \u2013 focused on measuring what matters.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It seems like there\u2019s a framework for everything these days, and PR measurement is certainly no stranger to a framework. But despite this (or, perhaps, because of it), it can be overwhelming figuring out where to start. How do you design a framework that will help you understand your communications plan and where evaluation fits [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":3154,"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"tags":[330],"the_measurement_standard":[340],"creator":[207],"class_list":["post-3082","tms","type-tms","status-publish","has-post-thumbnail","hentry","tag-pr-measurement-evaluation","the_measurement_standard-pr-measurement-evaluation","creator-orla-graham"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Designing a PR measurement framework - CARMA<\/title>\n<meta name=\"description\" content=\"It seems like there&#039;s a framework for everything these days, however here&#039;s a handy guide to ensure your framework is simple yet brings the results you need.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/\" \/>\n<meta property=\"og:locale\" content=\"ar_AR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Designing a PR measurement framework\" \/>\n<meta property=\"og:description\" content=\"It seems like there&#039;s a framework for everything these days, however here&#039;s a handy guide to ensure your framework is simple yet brings the results you need.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/\" \/>\n<meta property=\"og:site_name\" content=\"CARMA\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CARMAGlobal\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-08T06:43:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/Wadds.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@CARMA\" \/>\n<meta name=\"twitter:label1\" content=\"\u0648\u0642\u062a \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u064f\u0642\u062f\u0651\u0631\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 \u062f\u0642\u0627\u0626\u0642\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Designing a PR measurement framework - CARMA","description":"It seems like there's a framework for everything these days, however here's a handy guide to ensure your framework is simple yet brings the results you need.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/","og_locale":"ar_AR","og_type":"article","og_title":"Designing a PR measurement framework","og_description":"It seems like there's a framework for everything these days, however here's a handy guide to ensure your framework is simple yet brings the results you need.","og_url":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/","og_site_name":"CARMA","article_publisher":"https:\/\/www.facebook.com\/CARMAGlobal\/","article_modified_time":"2024-01-08T06:43:19+00:00","og_image":[{"width":1200,"height":628,"url":"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/Wadds.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@CARMA","twitter_misc":{"\u0648\u0642\u062a \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u064f\u0642\u062f\u0651\u0631":"3 \u062f\u0642\u0627\u0626\u0642"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/#article","isPartOf":{"@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/"},"author":{"name":"Puneet Sharma","@id":"https:\/\/carma.com\/ar\/#\/schema\/person\/d9308d8a2da3357eedaaa554e319a674"},"headline":"Designing a PR measurement framework","datePublished":"2021-06-22T13:09:00+00:00","dateModified":"2024-01-08T06:43:19+00:00","mainEntityOfPage":{"@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/"},"wordCount":550,"publisher":{"@id":"https:\/\/carma.com\/ar\/#organization"},"image":{"@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/#primaryimage"},"thumbnailUrl":"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/Wadds.jpg","keywords":["PR Measurement &amp; Evaluation"],"inLanguage":"ar"},{"@type":"WebPage","@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/","url":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/","name":"Designing a PR measurement framework - CARMA","isPartOf":{"@id":"https:\/\/carma.com\/ar\/#website"},"primaryImageOfPage":{"@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/#primaryimage"},"image":{"@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/#primaryimage"},"thumbnailUrl":"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/Wadds.jpg","datePublished":"2021-06-22T13:09:00+00:00","dateModified":"2024-01-08T06:43:19+00:00","description":"It seems like there's a framework for everything these days, however here's a handy guide to ensure your framework is simple yet brings the results you need.","breadcrumb":{"@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/#breadcrumb"},"inLanguage":"ar","potentialAction":[{"@type":"ReadAction","target":["https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/"]}]},{"@type":"ImageObject","inLanguage":"ar","@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/#primaryimage","url":"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/Wadds.jpg","contentUrl":"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/Wadds.jpg","width":1200,"height":628},{"@type":"BreadcrumbList","@id":"https:\/\/carma.com\/ar\/tms\/events-designing-a-pr-measurement-framework\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/carma.com\/ar\/"},{"@type":"ListItem","position":2,"name":"TMS Articles","item":"https:\/\/carma.com\/ar\/tms-category\/"},{"@type":"ListItem","position":3,"name":"Designing a PR measurement framework"}]},{"@type":"WebSite","@id":"https:\/\/carma.com\/ar\/#website","url":"https:\/\/carma.com\/ar\/","name":"CARMA","description":"Delivering What Matters","publisher":{"@id":"https:\/\/carma.com\/ar\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/carma.com\/ar\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ar"},{"@type":"Organization","@id":"https:\/\/carma.com\/ar\/#organization","name":"CARMA International Inc","url":"https:\/\/carma.com\/ar\/","logo":{"@type":"ImageObject","inLanguage":"ar","@id":"https:\/\/carma.com\/ar\/#\/schema\/logo\/image\/","url":"https:\/\/carma.com\/wp-content\/uploads\/2021\/01\/CARMA-Logo.svg","contentUrl":"https:\/\/carma.com\/wp-content\/uploads\/2021\/01\/CARMA-Logo.svg","width":305.23,"height":313.36,"caption":"CARMA International Inc"},"image":{"@id":"https:\/\/carma.com\/ar\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/CARMAGlobal\/","https:\/\/x.com\/CARMA","https:\/\/www.instagram.com\/carmaglobal\/","https:\/\/www.linkedin.com\/company\/carma"]},{"@type":"Person","@id":"https:\/\/carma.com\/ar\/#\/schema\/person\/d9308d8a2da3357eedaaa554e319a674","name":"Puneet Sharma","image":{"@type":"ImageObject","inLanguage":"ar","@id":"https:\/\/secure.gravatar.com\/avatar\/32fe235e639840b91e43ba1712d95201a37faf74f8b7d55f1cebfab1fc131338?s=full&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/32fe235e639840b91e43ba1712d95201a37faf74f8b7d55f1cebfab1fc131338?s=full&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/32fe235e639840b91e43ba1712d95201a37faf74f8b7d55f1cebfab1fc131338?s=full&d=mm&r=g","caption":"Puneet Sharma"}}]}},"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/tms\/3082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/tms"}],"about":[{"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/types\/tms"}],"author":[{"embeddable":true,"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/users\/60"}],"version-history":[{"count":0,"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/tms\/3082\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/media\/3154"}],"wp:attachment":[{"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/media?parent=3082"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/tags?post=3082"},{"taxonomy":"the_measurement_standard","embeddable":true,"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/the_measurement_standard?post=3082"},{"taxonomy":"creator","embeddable":true,"href":"https:\/\/carma.com\/ar\/wp-json\/wp\/v2\/creator?post=3082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}