The Measurement Standard

Hybrid Events – an enhancement, not a replacement

Events are back. What does the future hold for events in the PR & Comms industry?

3 Key Takeaways from the PRovoke APAC Summit 2021

The annual PRovoke APAC Summit returned this year in a hybrid format, with the theme of ‘Reset’, discussing the fundamental changes happening across society, business and government, and what these changes mean for corporate and brand communicators. Here are our key takeaways.

5 things for PR pros to know about AI in media intelligence

It wasn’t that long ago when the use of artificial intelligence (AI) was considered novel, but we’re in a time where it is being applied to almost all the technology we use daily, at work and at home. Whether it’s an AI-powered chatbot on your favourite brand’s website, or your iPhone learning and remembering what time you like to see the weather in the morning, we’re surrounded by Artificial Intelligence.

But when it comes to PR and Communications tech, what does it all mean? What is AI? How is AI used in media intelligence? What are the benefits and pitfalls to look out for and question?

Part Two: Eight Steps Towards Creating a PR Measurement Culture

We explored how it is possible to build a culture of measurement and covered the first four steps required to help make measurement part of your organisational fabric. Now we tackle the remaining four elements needed to complete that transformation.

Communications and Public Policy in a Post-Truth World

The explosion of fake news around COVID-19 vaccines has proven that disinformation and misinformation exists not just in dark corners of the internet and social media, but in the mainstream media as well.

Part One: Eight Steps Towards Creating a PR Measurement Culture

The truth is that while a minority of organisations (or individuals within them) can and do use data as a stick rather than a carrot, the majority accept that humans do things, or make decisions that don’t always go well. When that happens crucial lessons should be learnt and, in our experience, it’s the organisations successfully creating a culture of measurement that learn most and, as a result, are able to reduce future failings.

How to Use Media Data to Inform Your Communications Strategy

Despite the relative maturity of the modern communicator, some practitioners are yet to truly realise that PR can and should have the capacity to contribute strategically to the organisation more broadly. This underlines the need for PR teams to take a data-driven approach to the iterative process of planning, measuring and evaluating communications.

Six Common PR Measurement Myths Busted (Part 2)

Having tackled the first three myths and misconceptions most commonly associated with PR measurement and analysis programs, we now look at how to overcome the final three PR measurement concerns.

Assessing Impact of Public Diplomacy Programmes

Public diplomacy practitioners need to examine and analyse their effectiveness to sharpen, direct and enhance messaging and programmes. How does one measure the networks and influence that public diplomacy creates when social relationships are inherently complex, taking many forms across years?

Six Common PR Measurement Myths Busted

For those of us involved in PR measurement its value is a given. But gaining wider organisational buy-in and getting the resources to measure properly can be a challenge, not least because there are six common misconceptions that often crop up.

Communicate in a Crisis: The Guide for PR Pro Survival

Everybody makes mistakes. That’s to be expected. But that’s why we communications professionals measure, right? It’s about having the insights and ability to course-correct potential failures, provide guidance during unexpected events, advise around challenging contexts, mitigate risks and assist with resolutions.

Socially Mobile Launch: Time for PR to look up, and reach out.

The PR industry is the home of many well-established, well-known practitioners with rich strategic experience. Speak to any PR pro, and they’ll be able to reel off the best names when it comes to any vertical and any discipline. And that’s great. But what about the next generation of greats?

PR Measurement for Success

The PR industry has long been discussing how and why we need to demonstrate the value of PR. It’s an approach starting to gain traction in Asia too as we see more senior executives and communicators focusing on the impact of media results.

Vax Unpacked: PR and Comms on the Frontline

A group of leading figures from the PR world gathered to unpack the story behind that data. The conversation was contextualized with insight from Catherine Hunt, Head of Insight and Evaluation at the Prime Minister’s Office and Cabinet Office, who provided the inside scoop on the UK Government’s communications strategy during this unprecedented period.

PRCA National Conference

Following eighteen months of virtual meetings and events, the PR community was finally able to meet in person at the PRCA UK National Conference. Top of the agenda was what the next 12 months holds, and more about how PR can look forward to the future.

Why Purpose and PR Measurement Must Work Hand-in-Hand

So, what is the purpose of purpose? For we communicators, the concept of ‘purpose’ has been on everyone’s lips and on everyone’s agenda. But do we really understand what it means, and more importantly what it implies?

Designing a PR measurement framework

It seems like there’s 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?

The Essential AMEC Global Summit 2021 Takeaways

Read about the importance of PR planning, why purpose is bigger than marketing and why the Communications industry needs proof more than ever.

Social Media Listening: 3 things you thought you knew

Let’s explore three of the big social media monitoring misconceptions and learn how a more informed approach to social listening can drive significant value for you and your PR teams.

Are Vanity Metrics Holding Your PR Team Back?

Vanity metrics are those that feel important but are ultimately superficial, or worse, deceptive. While some vanity metrics are important for benchmarking, such as traffic and unique visits, they shouldn’t be mistaken for intelligence. In the big picture, vanity metrics actually hold you back.

Authenticity, solutions-focused communications and meaningful insights and PR measurement – How to navigate the new media landscape

At a Clubhouse event held with the PRCA yesterday, BBC News and PR and comms professionals discussed the new approaches needed to succeed in a disrupted media environment.

The Smartest Thing About PR SMART Objectives Is Not What You Think

Your PR program objectives are a way to be precise about what success will look like. But they are also a critical means to confirm that your work fits in with the mission of your organization, and with the work of others in your organization. We’ve been thorough about being SMART, so buckle in for a ten-minute read.

CARMA’s A-to-Z Guide to Media Intelligence, PR Measurement, and Communication Evaluation

The ultimate guide to media intelligence words, phrases and terminology, curated by CARMA’s media intelligence experts across the globe.

Back to school – why better PR measurement education matters

Richard and Francis report that PR graduates are entering the workforce without all the skills they need to hit the ground running; and one important area which is most often missing is a good understanding of the importance of PR measurement and evaluation.

Be Bold, Be skilled, Be Innovative – three tips for success from the launch of the GCS UK Government Communication Plan 2021/2022

This afternoon the UK Government’s GCS Communications Plan for 2021 / 2022 was launched from the Cabinet Office. Richard Bagnall delves into what it contains and how much importance government communicators place on having a documented and credible communications plan.

Why measurement and evaluation is the secret to tackling PR’s persistent skills gap

As with so many industries, PR has a skills problem. But for Francis Ingham (PRCA) and Richard Bagnall (CARMA) the answer lies elsewhere. We sit down with our new partners, the PRCA, to share perspectives on recruitment, selection and training in the world of Public Relations and Communications.

Will Prince Harry’s ‘Chief Impact Officer’ role deliver for BetterUp? And how will they know what success looks like?

Front pages have lit up with news about Prince Harry’s appointment as Chief Impact Officer at a $1bn Silicon Valley startup. When Prince Harry joins your team, how do you go about measuring the impact?

A golden moment for the PR industry – why now is the time to reap the rewards of better evaluation

Following the announcement of CARMA becoming the global and exclusive media monitoring and analysis partner of the PRCA, we sat down with Francis Ingham, Director General of the PRCA, and Chief Executive of ICCO and Richard Bagnall, Chairman of global communications evaluation professional body AMEC & co-managing partner of CARMA International, to talk about all things measurement, and what the partnership will mean for the industry.

Back to basics: What ‘Exploring Public Relations and Management Communication’ tells us about the current state of PR

CARMA Account Director Jennifer Sanchis is a long-term fan of what many refer to as a PR bible – the book ‘Exploring Public Relations and Management Communication’. She’s read Stephen Waddington and Ralph Tench’s latest edition cover to cover, and shares her top findings here on The Measurement Standard.

PRCA and ICCO announce CARMA as global and exclusive Media Monitoring & Analysis Partner

The International Communications Consultancy Organisation (ICCO) and the Public Relations and Communications Association (PRCA) today announced CARMA as their global and exclusive Media Monitoring & Analysis Partner.

Four top tips for media monitoring success

Measurement and evaluation has become increasingly important. So how do PR agencies go about getting the most out of a media monitoring program? Let’s take a look at how to maximise your efforts and get better results with four top tips for media monitoring success.

How to start media monitoring in just 15 minutes per day

Your organization has tasked you with setting up a media monitoring service on top of your already busy role. Our day-by-day guide to kick-starting your media monitoring program will help remove the hassle and put you in the drivers seat.

Podcast: Proving That Coverage Equals Capital

Join CARMA’s Richard Bagnall and Hard Numbers’ Darryl Sparey as they discuss all things PR measurement, including our new joint research showing a direct link between PR and start-up funding, on the PRovoke podcast.

2020: Year of the crisis – the final five…

Gareth Owens reveals the final 5 components communicators need to consider when monitoring and measuring during times of crisis.

2020: Year of the crisis

What are the first 5 components communicators need to consider when monitoring and measuring during times of crisis? Learn what they are, and how to monitor in a crisis, with Gareth Owens.

Embracing change – should a new year mean a new measurement partner?

For most PR leaders, December and January presents an opportunity to look back and to plan ahead. For some, media measurement simply hasn’t been working well enough for them. To make change smooth and manageable, and to make sure you’re getting the right solution for you, take a look at our checklist of what you should look for in a partner as you kick-start 2021.

CARMA’s AMEC Measurement Month 2020 Highlights

Each year, AMEC celebrates best practice in measurement and gathers leaders from all over the globe to share expertise and explore emerging trends. Offering nine of its own webinars this year, and with Richard Bagnall, our Co-Managing Partner and AMEC chair, regularly appearing throughout the month, CARMA played a large part in the celebrations for AMEC Measurement Month 2020.

Using Data to Tell The Story You Want to Tell

Measurement is about making that data impactful, compelling, and memorable by telling a story. A story knows its audiences and its objectives, just like a great piece of PR work. Check out our Challenger Bank Case study and discover how you can use data to tell the story you want to tell.

Measuring What Matters Helps You Tell The Right Story

How do we know we are measuring what matters? That was the topic for discussion at our recent webinar on Measuring What Matters Helps You Tell The Right Story. Read on to explore the key learnings from the session.

Influencers, PR & Measurement: CARMA in Conversation with Scott Guthrie

Looking back at Orla Graham’s webinar with influencer expert, Scott Guthrie. Read on to discover the five big questions we have the answers to.

Demystifying PR Measurement, Industry Jargon-busting, and the Importance of Planning

With Jason Weekes, Commercial Director at CARMA

COVID-19 on health care communicators: a challenge that inspired greatness

Sarah Waddington, PR consultant and past President of the CIPR, has just announced the publication of Future PRoof’s fifth edition. A labour of love and tears, she pays homage to NHS communicators and shares their incredible and unforgettable testimony telling the greatest communications outcome of all: saving lives.

Calling all Start-up Execs and Entrepreneurs

New “Coverage to Capital” Report from Hard Numbers, Supported by CARMA, Shows Clear Correlation Between Coverage Output and the Highest Increases in Funds Raised. Download the report and understand its findings here.

Richard Bagnall Becomes Fellow of The PRCA

The Public Relations and Communications Association (PRCA) has announced 22 new Fellows.

CEO Brand Report 2020 – A study on top CEOs in Singapore as brand communicators

CARMA ASIA reveals Singapore’s most prominent and favorable CEOs. This study evaluates the impact and value of CEOs as brand communicators.

November is Measurement Month

Richard Bagnall, Chair of AMEC and Co-Managing Partner of CARMA invites you to join us from around the world this November as CARMA shares its expertise for AMEC Measurement Month, an opportunity for communications and public relations professionals to share best practice, knowledge, and explore emerging trends.

ICCO Launches 2020 World PR Report

Titled ‘Agency views of the path ahead’, this year’s report features an important section on attitudes to PR measurement and communication evaluation, written by AMEC Chair and CARMA Co-Managing Partner, Richard Bagnall.

How to Use Data and Insights to Inform Your Social Media Strategy

Coronavirus has changed our lives completely, including what social media we consume and how we consume it. This guest post by ADPR, gives you an insight on how to develop your organization’s social media strategy. They reveal; three top tips to cutting through the noise on social.

‘Do-it-yourself’ Measurement

Media monitoring has become a ‘must have’ for PR pros, but does DIY measurement work for every organization? From the frequency of reporting to the volume of articles, your requirements will shape what is the best solution for you.

No budget, no problem!

If it isn’t a lack of time that’s stopping you from kickstarting your measurement program, it’s probably a lack of budget. But a smaller budget doesn’t mean measurement is out of the question. We look at five ways to measure what matters, even on a shoestring budget.

Reporting communications to the C-suite

The C-Suite is often time-constrained, results-driven, and reliant on quality insights. So, how can PR report to management in the most effective way? We explain four simple steps to getting it right.

Beware of vanity metrics

In an increasingly uncertain economic environment, it’s just as important as ever for PR to prove value. If only there were a foundation to measuring what matters and proving your worth. In the latest edition of The Measurement Standard, we provide you with the ways of doing just that.

No time to measure? Think again!

“I just don’t have the time”. It’s the age old excuse, isn’t it? But it doesn’t have to be that way. Meaningful measurement doesn’t need to be complicated and time-consuming. We reveal five tips every PR Pro can try to start measuring what matters today.

Finding the right media monitoring tool for your PR program

From routine monitoring to goal-orientated measurement, we explore solutions for the most common measurement objectives to help you find the right media monitoring tool for your PR program.

How to run a successful media monitoring and measurement RFP

Jason Weekes reveals his tips and tricks on how to find the perfect monitoring and measurement partner without the need for deep pockets, whilst still getting the insights that matter.

Highlights from the AMEC Member Survey

From industry growth to the adoption of measurement practices, the AMEC Member Survey reveals the industry’s optimistic outlook, despite the impact of COVID-19.

How to set up a Global Media Monitoring and Measurement Program fit for your Organization

The go-to guide on what to watch out for and consider to ensure you’re making a smart and informed change for your regions and business.

How to set up a global measurement program

As global PR measurement programs become more commonplace, you might be thinking about how on earth you set one up. Whether you’re starting fresh or having a re-think, we reveal the five things to keep in mind when getting things underway.

The data grass isn’t always greener

How can PR Pros sit proudly at the meeting table with data that proves their worth?

Five things PR Pros need in their crisis comms toolkit

Richard Bagnall reveals his top tips for managing and measuring communications in a crisis.

Barcelona Principles get a facelift

With the third edition of the Barcelona Principles launched earlier this month during the AMEC Summit, we take a look at their evolution since their launch a decade ago and what this means for PR pros today.

The time is now for the PR industry to prove its effectiveness

The time is now for the PR to wake up and smell the coffee on the importance of credible measurement and evaluation of its work. We can no longer afford not to be able to prove the value of our work in a meaningful manner.

Staying ahead of the curve in pharma, reputation and crisis management

In 2016, CARMA hosted an event in New York City that posed the question: how important is reputation to the pharmaceutical industry?

A framework for measuring what matters in PR

In 2019, we co-hosted an exclusive seminar with PRCA SEA, in which Richard Bagnall shared international PR and communications measurement and evaluation best practices.

Top 5 social media technology trends in 2020

In an interview with MarTech Vibe, Mazen speaks about social media trends that will dominate the market in 2020.

Dear CARMA: This year, I would like a KitchenAid and to secure the PR budget I deserve

In some parts of the world, ‘tis the season of mulled wine, cosying up in pubs with fires, frantically shopping for last-minute presents… and securing PR budget for the next year.

Two things you need to know right now about measurement and evaluation if you are in PR

What PR professionals need to know about when it comes to PR measurement and evaluation today: key learnings from PRWeek’s Measurement Conference 2019.

How should you measure communications before, during, and after a crisis?

Although most organizations plan for crises, everyone assumes it’ll never happen to them. But, then it does. Here’s how measurement can help you navigate crises before, during and after.