Posts filed under ‘PR evaluation’

Communication evaluation measurement month

November is communication evaluation measurement month! AMEC – the International Association for Measurement and Evaluation of Communication and its members and partners are hosting many events – online and in-person globally – check out the calendar >> amecMMM

November 12, 2019 at 8:16 am Leave a comment

Sketches from communication evaluation summit

If you missed the AMEC Summit on communication evaluation in May 2019 as I did, there are some great summary sketches of the main sessions by Redanredan. See an example below; well worth to check out:

0935-Quantifying-the-creative-in-a-financial-services-B2B-environment-570x270

 

June 13, 2019 at 6:37 am Leave a comment

November is communication measurement month!

November is AMEC’s communication measurement month. There are some great events going on all over the world, check out the calendar of events >>

AMEC-Measurement-Month-2018.jpg

November 16, 2018 at 8:34 am Leave a comment

New article: Pathways to use of campaigns’ evaluation findings

I’m very happy to share with you an article I co-authored – for those interested in campaigning, evaluation and evaluation use:

Highlights

  • A categorization of six pathways to evaluation use is proposed.
  • Evaluation use occurred slightly more non-linear than linear.
  • Evaluation use was mostly unexpected.
  • Overall meaning assigned to evaluation was linked to frequency of evaluation occurring.
  • Evaluation use contributing to change was often indirect and not simple.

Abstract
This article presents a study on the pathways and processes regarding the use of evaluation findings of communication campaigns from two international organizations, the Office of the High Commissioner for Human Rights (OHCHR) and the International Committee of the Red Cross (ICRC). Several years after the completion of the campaigns and their evaluations, our research identified 28 instances of use and six instances of non-use of the evaluation results, of which the large majority being surprising in nature. Results showed that evaluation use facilitated formal and informal changes at the individual and the organizational level; and, this pattern occurred in a predominantly non-linear fashion, interconnected and overlapping, while gradually decreasing in time and space. Evaluation use was mostly unpredictable, which reflected how meanings are constructed by staff members, as they adjusted and interpreted the findings in opportunistic ways.

View the full article>>

May 24, 2018 at 7:19 am Leave a comment

What to read on communication evaluation?

If you are like me and eager to read anything on evaluation and communications, this will be of interest to you.  AMEC has an exhaustive reading list (pdf) put together by Prof. Jim Macnamara, that  has a top ten “must reads” – many of them available online.

View the list here (pdf)>>

May 8, 2018 at 8:02 am Leave a comment

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

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