Advancing communications measurement and evaluation

The Valid Metrics Framework, Updated to Include Social Media

ValidPublicRelationsMetricsFrameworkAbout a year ago, at the AMEC Lisbon Summit on Measurement, Ruth Pestana and Mike Daniels presented the Valid Metrics Framework. This practical system for measuring public relations grew out of the Barcelona Principles and a desire to supplant the simplistic and inaccurate Advertising Value Equivalency (AVE) with more sophisticated and valid techniques.

The Valid Metrics Framework walks you through the thought process of setting up a measurement system. By segmenting each primary area of a PR program, you can immediately see what metrics go where. Not quite a cookbook, and not quite actual standards, the Valid Metrics Framework has been adapted to include how and what to measure for different types of public relations campaigns. Read this post at the PRSA blog to learn more.

A couple weeks ago at the AMEC Dublin Summit Mike Daniels presented the Updated Valid Metrics Frameworks, which begins to extend the framework to social media.

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Bill Paarlberg
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Bill Paarlberg

Bill Paarlberg co-founded The Measurement Standard in 2002 and was its editor until July 2017. He also edits The Measurement Advisor newsletter. He is editor of the award-winning "Measuring the Networked Nonprofit" by Beth Kanter and Katie Paine, and editor of two other books on measurement by Katie Paine, "Measure What Matters" and "Measuring Public Relationships." Visit Bill Paarlberg's page on LinkedIn.
Bill Paarlberg
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