It is ICCO members’ firm belief that sophisticated measurement and evaluation are integral to successful PR and communications work. Not only are these techniques required to demonstrate the effectiveness of work in a way that can be tangibly understood by businesses leaders and stakeholders, but they are also essential to objective setting and proper planning.

ICCO’s dedicated partners for this topic are the Association of Measurement and Evaluation in Communication (AMEC) and our dedicated media monitoring partner, CARMA. ICCO works with these partners to create free resources for members (below) and promote the latest research, technologies, skills and thought leadership.

Resources:

• The PR Professional’s Definitive Guide to Measurement
• Barcelona Principles 2.0
• Integrated Evaluation Framework
• The Measurement Maturity Mapper (New Resource)
• CARMA Resource Hub (New Resource)
• The CARMA Measurement Standard