PRIA Launches New Measurement & Evaluation Framework

PRIA Launches New Measurement & Evaluation Framework
SHARE
THIS



The Public Relations Institute of Australia (PRIA) has unveiled a new framework which aims to fill an industry gap where Australia’s PR and communication professionals need to better address measurement and evaluation standards

The Measurement and Evaluation Framework was revealed at an industry MasterClass in Sydney yesterday following its official launch in Melbourne.

PRIA Measurement and Evaluation Framework launch [2]

The framework has been endorsed by the International Association of Measurement and Evaluation of Communication.

In launching the framework, PRIA’s Victorian president, Alex Messina, reinforced the industry’s commitment to ensuring that the ability to measure, evaluate and report outcomes and impacts to be core business for all Australian PR and communication professionals.

“The new framework delivers a new world-leading framework thanks to global expertise of Professor Jim Macnamara from University of Technology,” he said.

PRIA’s national president, Jenny Muir, said the framework includes a new model, as well as a new matrix and guidelines that take an ‘eco-system approach’ to analysing communication within the organisation and the community it seeks to influence.

“In today’s world, PR and communication professionals must be able to speak confidently of the value of their work in clear and measurable terms to all stakeholders,” she said.

“As our eco-system embeds the need for live tracking and the use of comprehensive data sources, it is necessary for us to be able to make the business case for investment in tracking and reporting, and to include this in the cost of doing business.”

PRIA has coupled the launch of the Guide with an initial series of professional development MasterClasses across the country, which will continue as an ongoing education and training program year on year.

Muir added: “It is through professional learning and day-to-day application of the models and tools included in the framework that measurement and evaluation will float all boats across the profession.”

You can download a copy of the new framework here.

Please login with linkedin to comment

Corality Financial Group jackie frank Measurement and Evaluation Framework

Latest News

UK Mobile Game Advert Accused Of Condoning Violence Against Women Banned
  • Media

UK Mobile Game Advert Accused Of Condoning Violence Against Women Banned

A now banned ad for mobile game Gold and Goblins features a man readying to strike an unsuspecting woman over the head with a chair. The advert which appeared in the games ‘Hooked Inc: Fishing Games’ and ‘Quizzland’  has been accused of “trivializing and condoning” domestic violence. The Gold and Goblins ad began with a […]

by B&T Magazine

B&T Magazine
Numbers Are Important But Relationships Are Imperative
  • Opinion

Numbers Are Important But Relationships Are Imperative

Hamish Thomson, author of It’s Not Always Right to be Right, is a former regional president and global brand head for Mars Incorporated (UK, Australia, Chicago), a senior sales and marketing lead for Reebok International (England and the Netherlands) and an account exec in the London advertising scene. In this guest post, Thomson says you […]

Opinion

by B&T Magazine

B&T Magazine
A Creative’s Top Tips On How To Be A Better Client
  • Opinion

A Creative’s Top Tips On How To Be A Better Client

In this guest post, Tim Dyroff (main photo), creative director at Resolution Design, talks what things should a prospective client consider when building relationships with their creative partners… Within the post-production industry you can be sure you will encounter the good, the bad, and the ugly with any given client. From feedback to briefing, issues […]

Opinion

by B&T Magazine

B&T Magazine
The Gerety Awards Announce All-Star Jury For 2022
  • Media

The Gerety Awards Announce All-Star Jury For 2022

The Gerety Awards have announced an all-star jury lineup for 2022, including Australia’s own Tara Ford. The annual awards are the only creative prize to reward the best in advertising from the female vision. The jury for 2022 includes some of the most respected leaders from the advertising and marketing world. Representing Australia on the […]

GAY TIMES And Grey London Launch New Campaign To Support Trans Rights
  • Campaigns

GAY TIMES And Grey London Launch New Campaign To Support Trans Rights

GAY TIMES and Grey London have launched Amplifund campaign, ‘Incomplete Without the T’ at GAY TIMES Honours in response to increased transphobia and hate in the global media. This year has become the deadliest on record for trans people, with the community increasingly facing transphobia and hate from both the media and right-wing groups. Controversial […]

Podium Announces Australia’s ‘Most Loved Local Businesses’
  • Campaigns

Podium Announces Australia’s ‘Most Loved Local Businesses’

Local businesses communication and payments platform, Podium, and Council of Small Businesses Organisations of Australia (COSBOA) has today announced the winners of Australia’s Most Loved Local Businesses, which includes a specialised biking store and a stigma-busting dental practice. The campaign aimed to shine the spotlight on a handful of vibrant, dynamic and innovative Australian businesses following an […]

Decoding Creativity And Effectiveness
  • Advertising
  • Campaigns
  • Media

Decoding Creativity And Effectiveness

Spikes Asia talks with chief creative officer at Performance Art, Ian Mackenzie (main photo), about his Spike award winning campaign, ‘Publicly Traded’… When creativity is effective and effective work is creative, it has even greater power to positively impact people, brands and the world. Spikes Asia brings weekly insights from award winning creators of inspiring […]

UnLtd Announces Open Applications For 2022 ‘Ambassador For Good’ Program
  • Media

UnLtd Announces Open Applications For 2022 ‘Ambassador For Good’ Program

UnLtd and Yahoo’s inaugural Ambassador for Good program has come to a close for 2021, with the call for applications being sent out for next year. From over 80 applicants, 16 individuals from across the industry were selected into the launch initiative to use their skills and networks for good. Over the past year, the […]