Round Up: Welcome AMEC, Goodbye AVE

PRINDONESIA.CO | Tuesday, July 20, 2021
Metode PR Value digemari karena mudah dikalkulasi, meski hasilnya semu. Sementara pengukuran kesuksesan program PR berbasis AMEC Integrated Framework membutuhkan komitmen, strategi jangka panjang, dan disiplin.

Since 2016, PR has had Integrated Evaluation Framework—the most relevant and effective communication performance measurement framework launched by AMEC. So, why do many PR practitioners in Indonesia still use PR Value? 

JAKARTA, PRINDONESIA.CO – The world is no longer the same when we enter the era of VUCA (volatility, uncertainty, complexity, ambiguity). There needs to be a new way for public relations (PR) to remain relevant in carrying the communication function which will be useful for their unite and also to contribute to business sustainability. 

This dynamic has been noticed by PR practitioners in the world for a long time. In 2016, the UK-based organization, International Association for Measurement and Evaluation of Communication (AMEC), launched the Integrated Evaluation Framework. An integrated PR performance measurement framework that refers to the Barcelona Principles, namely the basic principle of PR measurement that was established in 2010. Today, they have been refined into Barcelona Principles 3.0. 

It is different for the measurement method that has been used so far and often became a debate among PR practitioners, namely the PR Value that is based on advertising value equivalency (AVE). The method only focuses on output. Meanwhile, AMEC-based measurement focuses on three things: output, outtakes, and outcome. The method involves elements of research, SMART objective, and the development of paid, earned, shared and owned media (PESO) based activities.