New comprehensive PR Measurement guide, for ISBA members, launches for 2019
Written in partnership with Engine and endorsed by AMEC and PRCA
Today (17 January 2019) sees the launch of a new comprehensive guide to PR measurement for the 3000 brands ISBA represents, with the ambition of helping create a step-change in how clients brief and measure comms activity.
The ISBA guide 'Demystifying KPIs and Measurement for PR & Comms', has been written in partnership with Engine, and has been endorsed by AMEC and PRCA with comment from industry experts. It will be made available to the 3,000 UK leading brands ISBA represents, as well as to AMEC members via their website.
The guide pulls together a wealth of best practice, practical guidance, tools and resources on PR and comms measurement, evaluation and KPI-setting for marketers and communicators.
Download the Demystifying KPIs and Measurement for PR & Comms guide >
Traci Dunne, Consultancy and Best Practice Manager, ISBA says: “In the decade we have been advising members on best practice PR agency management, measuring effectiveness, demonstrating ROI and setting appropriate KPIs for PR has been a constant challenge for clients. The great news is that there is now finally, thanks to AMEC and the PRCA, a huge amount of industry best practice to draw from. The purpose of this guide is to pull all of that fantastic collateral together in one place for ISBA members to access and learn from.”
Johna Burke, global MD, AMEC says “AMEC is delighted to help further spread the word about what best practice communications measurement looks like – a mission we’ve been on since setting the Barcelona Principles. The thinking and tools to measure effectively are now freely available. We hope this initiative will help even more industry leaders understand and, more importantly, use them.”
Francis Ingham MPRCA, Director General, PRCA says, “We have consistently made it clear that good measurement is the final ingredient to help PR reach its potential. As this guide shows, measurement must move beyond content analysis and demonstrate organizational impact. It’s great to see the word spreading to even more of the country’s top brands. Sharing best practice with brand owners as well as agencies is an excellent next step.”
Gemma Moroney, partner, Engine, who co-authored the guide, says, “There’s a great measurement myth: you can’t measure earned media. You can and you can also see its impact on the marketing mix. But that starts with being clear about what you’re doing and why. This guide brings together the hard work of the partners involved to give brand owners a clear steer on all those things.”
There are plans for further initiatives around the guide in 2019, including a webinar, an event for procurement professionals and evaluation assessments for ISBA members, using AMEC’s M3 Mapper tool.
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For more information:
Abi Slater, ISBA: 07917 048835 abis@isba.org.uk
Celine Prinse, Engine: Celine.Prinse@enginegroup.com
About ISBA
ISBA represents the leading UK advertisers. We champion the needs of marketers through advocacy and offer our members thought leadership, consultancy, a programme of capability and networking. We influence necessary change, speaking with one voice to all stakeholders including agencies, regulators, platform owners and government. Our members represent over 3,000 brands across a range of sectors
to advertise responsibly and effective industry self-regulation
Contributors to the guide include:
Richard Bagnall, Chairman, AMEC, Barry Leggetter, CEO (2007 – 2018) AMEC and Johna Burke, new global MD, AMEC
AMEC is the International Association for Measurement and Evaluation of Communication. It is the world’s largest media intelligence and insights professional organisation, representing organisations and practitioners who provide media evaluation and communication research. AMEC currently has more than 160 members in over 80 countries worldwide. AMEC’s pioneering work in the field has included the development of the original Barcelona Principles; Barcelona Principles 2.0, the AMEC Integrated Evaluation Framework and most recently, the M3 Mapper tool.
Gemma Moroney, partner, Engine
Engine exists to future-proof organisations. Driven by ideas. Fuelled by data. Powered by technology. Engine helps clients outperform in the present, and win in the future. With skill sets ranging from PR to creative communications, performance marketing to reputation management, business transformation to experience design, no other company is better placed to help businesses compete today, and thrive tomorrow. Engine works with some of the most influential brands in the world and in the last three years has won five AMEC awards, for three different communications campaigns, for globally leading PR measurement. Gemma Moroney has contributed to the writing of the guide.
Francis Ingham MPRCA, Director General, PRCA (Public Relations and Communications Association)
The PRCA promotes all aspects of public relations and communications work, helping teams and individuals maximise the value they deliver to clients and organisations. The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities. One of these initiatives to raise standards is PRCA Measurement Champions, a kitemark aimed at recognising excellence in PR and communication evaluation methods.
Danny Rogers, Editor in Chief, PRWeek
PRWeek is the world's leading PR and comms publication, providing news, insight and opinion on the latest, most critical issues and the very best in global news, opinion and knowledge. PRWeek has been instrumental in the drive for better measurement and evaluation within the industry, using its annual PRWeek Awards to encourage and uphold the most effective work in the industry. Danny Rogers has also authored “Campaigns that shook the world: an evolution of public relations”, showcasing the impact of PR excellence and its development as a profession.