The AMEC Integrated Evaluation Framework (IEF) is a digital tool aimed at helping PR professionals prove the worth of their PR efforts – and claim accountability for the effects of their PR efforts. The IEF offers a comprehensive approach that results in effective measurement – starting with planning appropriately and capturing credible evaluation metrics and milestones along the way of implementation, through to the final measurement of impact upon conclusion of a PR project or plan.
The tool is, in AMEC’s words, “fit for the modern complexities of PR and communications”. In theory, this tool massively improves the ease and effectiveness of communications measurement and evaluation, if adopted wholly by PR professionals.
However, this tool is purposefully designed for a global audience, to be used across the international industry. What we know from previous research is that the South African PR practice often differs from practices in the UK, USA, and Europe. Unpacking the data of the 3rd annual PR Measurement Landscape Report by Ornico, we’re interested to see how the South African PR landscape is conforming to the Integrated Evaluation Framework by AMEC.
Objectives
AMEC’s IEF starts with setting Objectives. Plainly put, this step prompts the user to set SMART communication objectives that are aligned with the organisation’s broader goals and objectives. From the 3rd annual PR Measurement Landscape Report, we saw that –
– 52% of practitioners are likely to be included in strategic decision-making conversations.
– 62% of practitioners have access to strategic organisational information such as business goals, strategic direction, product/service development, business performance, etc.
Clearly local PR professionals deem strategic information to be accessible to them. This should enable them to set those aligned communication objectives as the first and most important step of their PR plans.
Inputs
Inputs for the IEF requires the PR Professional to define target audiences of their campaign, and create the required contextual framework for their plan including a situation analysis, the resources required to implement the plan, and of course the budget required.
From an academic perspective, the PR practitioner that is able to provide these inputs will largely function in a strategic capacity – responsible for environmental scanning, stakeholder analyses, situational analyses, and liaise with top management to secure budgets and report on the successes of these campaigns.
In 2024, a massive 72% of practitioners indicated that they fulfill the strategic function of their capacity, which means PR professionals in South Africa are in a prime position to provide the inputs into the IEF required for their communication plans.
Activities
The PR professional in a managerial role is largely responsible for outlining the activities, conducting the accompanying testing and research needed, planning the content production, and managing the budget spend throughout the Activities phase.
According to the IEF, these activities can and should be spread out across the PESO (Paid, Earned, Shared, Owned) media channels. In South Africa, 82% of PR professionals identify with this role. This means that up to this point, from strategic involvement to plan implementation, South African PR practitioners are in a prime position to apply the IEF.
Outputs
Starting at the easiest level of measurement, outputs refer to the volume metrics achieved by campaigns including reach, impressions, website visitors, reshares, event attendance, etc.
These measurements can easily be conducted by the Technical role of the PR professional, responsible for implementing campaigns by drafting/designing communication material, crafting content for different communication platforms (social media, digital content publication, press releases, editorials, etc.), and distributing messages to stakeholders via different channels.
91% of professionals in South Africa reported that they are mainly responsible for these activities, but only 71% of them reported that they measure outputs in their campaigns.
Outtakes
Outtakes in the IEF refer to the response and reactions of target audiences to activities. These include message retention and understanding, engagement with content, and actions taken like subscribing to more information.
These measurements are typically suited to be conducted by the Manager role, which 82% of practitioners reported they fulfil. However, only 46% of these professionals reported that they measure outtakes in their campaigns. This is the first point where measurement becomes more mature, and may require some empirical research skills to effectively conclude – and we can here clearly see a significant decrease in practice. In other words, while practitioners report that they are in the position to measure at outtake level, about only half of them are putting it into practice.
Outcomes
Also measured at the managerial level of practice, outcomes in the IEF refer to measuring the effect of the communication on the target audience. This includes measuring understanding of the message, attitude changes to the topic, trust/preference changes, or intent to take action (e.g. taking up a trial, registering for an event, etc.).
Where 82% of practitioners report they occupy the position to undertake outcome measurement, only 47% reported that they do indeed measure outcomes. Measuring outcomes may require budget allocation to measurement, and we could speculate that if no budget were allocated to measurement, then measuring outcomes would be especially difficult in many cases.
Impact
The final step of the IEF is measuring impact – where the impact of the communication activities on the organisation’s objectives is determined. This falls under the purview of the Strategist – responsible for translating organisational and communication goals and objectives, and the success thereof. Measuring impact will often create a clear correlation between the success of communications and the success of the organisation – did it lead to a change in policy? Increased sales or donations? Were relationships or reputation improved?
If PR professionals in South Africa are highly educated (60% reported to having a formal degree or higher qualification) and highly experienced (53% have over 16 years’ experience), and 72% of practitioners reported that they fulfil a strategic role in their organisations’ communication, then measuring impact must be the natural next step for showcasing the worth of the communication function.
Conclusion
Ultimately it appears that South African PR professionals are primed to implement AMEC’s Integrated Evaluation Framework in terms of their positioning within organisations and with their clients, but more mature measurement from outtake-level onwards are still lacking, rendering professionals unable to provide the proof of impact that they need to elevate their standing around strategic tables in the organisation. Perhaps with more awareness of the Barcelona Principles and the AMEC Integrated Evaluation Framework, our local practitioners would finally be able to incorporate more mature measurement practices into their campaigns.
