{"id":4778,"date":"2021-11-09T14:25:00","date_gmt":"2021-11-09T14:25:00","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&p=4778"},"modified":"2024-01-08T06:29:23","modified_gmt":"2024-01-08T06:29:23","slug":"how-to-build-a-measurement-framework-for-pr","status":"publish","type":"tms","link":"https:\/\/carma.com\/ar\/tms\/how-to-build-a-measurement-framework-for-pr\/","title":{"rendered":"How to Build a Measurement Framework for PR"},"content":{"rendered":"\n

Hot off the back of our exceptional kickoff to CARMA\u2019s Measurement Month, last week\u2019s \u2018<\/strong>Embedding a Culture of Measurement<\/span><\/strong><\/a>\u2019, we delve deeper and ask \u2018<\/strong>How do we build a measurement framework<\/span><\/strong><\/a>?\u2019<\/strong><\/p>\n\n\n\n

A warm welcome from our global CMO, Kristin Devey, set the scene and introduced us to this week\u2019s guests, Richard Bagnall, Co-managing Partner and CEO, Orla Graham, Account Director, and Rawan Hashem, Director of Content Insights.<\/p>\n\n\n\n

You could argue that an hour isn\u2019t anywhere near enough to cover such a broad and important topic, but thanks to concise presentations, we hope this session delivered a solid case for why you should embed a framework into your organisation, and how you can do it. It\u2019s all about helping you to start affecting real change with your clients and stakeholders.<\/p>\n\n\n\n

The important questions up front<\/h2>\n\n\n\n

During #AMECMM especially, we tend to get asked, \u201cWhy would you want to help your competitors?\u201d Richard illustrated \u2018why\u2019 with a beautiful photo of boats stuck in the mud during low tide, alongside the old adage, \u201cA rising tide lifts all ships\u201d. Put simply, it is in everyone\u2019s interests that practitioners have a single voice that talks about best practice. This mindset ultimately became the ethos of AMEC, and was something that we carried with us throughout the development and evolution of the framework in the way we use it today, as far back as Berlin\u2019s 2009 International Summit. Want to feel old? That\u2019s now 12 years ago\u2026<\/em><\/p>\n\n\n\n

A question that was asked early on for AMEC was \u201cHow can we speak with a common language when everyone\u2019s talking about measurement in a different way?\u201d AMEC\u2019s approach at the time was to leave no stone unturned. Developing seven robust statements on what good and bad looks like, the framework\u2019s beauty was in its balance of detail and accessibility. And to ensure this balance was just right, AMEC worked alongside a number of trade associations, including PRSA, CIPR and PRCA, as well as 300 organisations who played a key part in the framework\u2019s development, including CARMA.<\/p>\n\n\n\n

Building upon success<\/h2>\n\n\n\n

By 2011, AMEC had introduced the Valid Metrics Framework, in which PR and comms worked alongside the traditional marketing funnels that we\u2019ve all become so familiar with. The important questions asked here are \u201cHow does PR link to an outcome?\u201d and \u201cWhat does the organisation want you to do?\u201d By using traditional frameworks alongside our own, we were able to make PR and media measurement not only more familiar to marketers, but to a new movement of PR professionals who, like us, understand that \u2018stuff for the sake of doing stuff\u2019 needs to swiftly move aside, with a determined focus on delivering organisational outcomes instead.<\/p>\n\n\n\n

Much like measurement, marketing has evolved too, and as we saw new channels rise (and in some cases fall), it made sense to introduce a Social Media Measurement Framework. After all, PR and comms hasn\u2019t been about journalist relations for some time now, with audiences engaging through other routes, such as paid, earned and owned. In an integrated world, our framework needed to reflect that.<\/p>\n\n\n\n

Uh oh, too many frameworks<\/h2>\n\n\n\n

Yes, six frameworks. Whilst we had every faith in the work we\u2019d ourselves contributed to, from the big, bombastic headline approaches down to the finer, more granular details, six frameworks is five too many. Richard explained how in 2016 he led the senior team to take the best of it all and develop one overarching framework to rule them all, with a more refined focus on:<\/p>\n\n\n\n