Posts filed under ‘PR evaluation’

Say No to AVEs as a communications measure

A new campaign has been launched by the International Association for Measurement and Evaluation of Communication – AMEC to stamp out the use of AVEs – “Ad Value Equivalents” as a measure of communication and PR success. If you don’t know what an AVE is, it is basically where you look at how much coverage you have received in the news media (usually print) and then you estimate how much this coverage would have cost if you paid for it as advertising.

I think it’s a useless measure, as if we look at where “coverage” is happening today, it is a lot more fragmented than in just mainstream print media – and you can’t compare paid advertising with coverage. But still it persists. I recently saw a media monitoring dashboard of a major monitoring company that had AVE as a measure it offers its clients – that’s too bad. In the past 30 years of working in communications and evaluation I’ve never felt the need to use AVEs – there are so many more meaningful measures we can look at.   Read more from the academics and industry as to why we need to say No to AVEs.

 

 

 

 

 

July 6, 2017 at 7:24 am Leave a comment

Top metrics for social media

social-media-metrics-that-matter-v2-01Like many, you may be confused as to what you should measure on the social media platforms you are using for your communications.

Well, Katie Delahaye Paine, aka  The Measurement Queen, has offered her valuable advice on the top five social media metrics you should be measuring:

  1. Net increase in share of desirable conversation
  2. Top five performing pieces of content, measured by conversion
  3. Percentage increase in conversions
  4. Net growth in high­ quality engagement
  5. Cost­-effectiveness comparison

I really like the focus on engagement; read more here (pdf) where Katie explains each metric for you.

June 8, 2017 at 3:24 pm Leave a comment

My PhD on communication evaluation in 10 slides…

Earlier this year I had the opportunity to present the findings of my PhD in 30 minutes (!) to the Geneva Communicators Network. I titled my presentation “communication evaluation: challenges and complexities” – and you can view it below – it’s a very summarised version of my PhD! If you are really keen, you can view the full PhD thesis here.

 

November 22, 2016 at 10:47 am Leave a comment

Integrated evaluation framework

The industry association, AMEC has released their new “integrated evaluation framework“, specifically designed for communications and PR:

“The  integrated evaluation framework will guide you through the process from aligning objectives to establishing a plan, setting targets and then measuring the outputs, outtakes, outcomes and impact of your work.”

The new framework also comes with a taxonomy that describes for each step of the process the key steps required, the metrics and milestones and the methods that should be considered.

July 20, 2016 at 4:56 pm 1 comment

EU communication evaluation toolkit

The European Commission has released a communication evaluation toolkit (pdf).  Produced by the Directorate General for Communication, the kit provides a very good overview of  evaluating communication activities and also provides individual fact sheets on evaluating events, social media, publications, newsletters, conferences, websites and even smartphone apps…

View the manual here (pdf)

Interested in more communication evaluation toolkits? see my earlier post for five more toolkits or handbooks.

January 4, 2016 at 11:22 am Leave a comment

Evaluating communication – 4 of 4 key lessons

In my last post I wrote about the third of four key lessons on evaluation for communicators.

My first lesson was “1. Planning is key”

My second lesson was “2. Decide what and how you will measure”

My third lesson was: “3. Find the time & budget to monitor and evaluate”

And my forth lesson is: “4. Analyse and share your results”

Too often, evaluation and monitoring data is not analysed;  I’ve seen many media monitoring reports, web statistics and event feedback forms not compiled and analysed – communicators should be looking at such data to help understand what has been achieved (or not) and how activities could be improved. Once data is analysed, you should then see how such findings can be shared with your colleagues and stakeholders.  Evaluation findings will be of interest to yourself as they concern your activities but they may also be of interest to others in your organisation and possibly externally (confidentiality taken into consideration).

November 26, 2015 at 12:11 pm Leave a comment

Evaluating communication – 3 of 4 key lessons

In my last post I wrote about the second of  four key lessons on evaluation for communicators.

My first lesson was “1. Planning is key”.

My second lesson was “2. Decide what and how you will measure”

And my third lesson is: “3. Find the time & budget to monitor and evaluate”

Today, communicators have the tools available for communication evaluation. Presuming you’ve decided “what” and “how” to measure, then the challenge is finding the time and budget to monitor and evaluate! Imagine your time and resources as a lemon (sorry, I know communicators are all squeezed for time and budget…) – and ideally you should be spending 10% on strategy; 80% on implementation and 10% on evaluation.

I’d say most communicators are not doing this – they spend  5% on strategy, 95% on implementation and 0% on evaluation. So this lesson is all about re-allocating your time and resources – I’m not saying you need to squeeze even more out of that lemon, just squeeze it more evenly..!lemon

 

November 12, 2015 at 6:42 pm 1 comment

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