AMEC’s European Summit introduced a glossary of social media measurement terms and a proposed update to the public relations valid metrics framework. The current public relations valid metrics framework is included in the PRSA Business Case for Public Relations.
The International Association for Measurement and Evaluation of Communication (AMEC) hosted the fourth European Summit on Measurement, where representatives from more than 30 countries gathered in Dublin, Ireland, on June 13-15 to debate competency standards for PR measurement professionals and for PR practitioners in general.
What do you need to know to be an expert in measurement and what do you need to know about measurement to be good at public relations? This question stems from the Barcelona Principles.
Here are some of the qualifications under consideration:
- Knows quantitative and qualitative research techniques
- Writes clear goals and objectives
- Selects appropriate metrics for outputs, outcomes and business results
- Measures quality and does not rely on simple quantitative measure, such as clips and impressions, alone
- Understands the benefits of different media measurement techniques
- Has knowledge of different outcome measures
- Can create effective research proposal requests, follow vendor and tool selection best practices and develop research budgets
- Integrates analytics into communications efforts across channels
- Emphasizes transparency in all facets of research
- Measures traditional and social media consistently