Proving the value of Public Relations has proved to be one of the professions most ‘vexing challenges’. The use of Measurement and Evaluation (M&E's) throughout the industry varies considerably, moving from virtually no evaluation up to formal and ongoing efforts. Many practitioners fail to acknowledge that M&E are fundamental components of Public Relations. That these are essential tools to increase the credibility and professional status of the industry.
Issues of limited resources such as time and finance were traditionally given as the main reasons for failing to measure and evaluate. Yet it is suggested than these were excuses rather than valid reasons. A more feasible answer is the general levels of knowledge within Public Relations. The Commission on Public Relations Education (2012) report on Masters Degrees, calls for incorporating ‘research methods’ as a core curriculum component in professional Masters Degrees (Manamara, 2015). Acknowledgement of the contribution and need for both qualitative and quantitative research. Public Relations is concerned with human communication, key outtakes and outputs include perception, attitudes, opinions, trust, engagement, etc. This is reinforced within the Barcelona Principles 2.0 (2015) which identifies that 'Measurement and Evaluation require both qualitative and quantitative methods'.
Traditionally, Advertising Value Equivalency (AVE’s) and Opportunity to See (OTS), were used as evaluation metrics. Although flawed, they were ‘simple’ to implement, and provided a tangible figure for the Client or CEO. Both of these methods have received serious condemnation in recent years, specifically with the introduction of the Barcelona Principles (2015) which specifically states ‘AVEs are not the value of communication’.
Quality is the determining factor when measuring and evaluating communication. It is often a case of re- educating employers and clients to recognise the importance and value the contribution that M&E can make. Often, the focus is on the future, for the unknown and what can be changed. Senior management may perceive E&M as ‘self-justification and post-hoc rationalization’ by PR. Public Relation professionals are urged to resist the demand for measurements such as AVE’s and OTS. There is a serious duty to advise, counsel and educate clients. It is essential to move past the content (media), towards illustrating the impact of aligning objectives with the organisation.
In order to achieve truly integrated communications, AMEC have developed a new framework which provides ‘one integrated approach’, to operationalise the Barcelona Principles, demonstrating how principles can be turned into action. Starting with the setting of SMART objectives working through to the final process of measurement and evaluation. This framework is said to ‘provide a consistent and credible approach to allow you to plan and measure in an appropriate manner’.
