Gini Dietrich

Introducing the AMEC Integrated Evaluation Framework

By: Gini Dietrich | June 22, 2016 | 

Introducing the AMEC Integrated Evaluation FrameworkI would like to start this blog post by saying, by the end of it, you will want to kiss me.

Therefore, I have set up a Binny’s account where you can send me a virtual kiss, in the form of a bottle of wine.

Choose from the wine listed, put in your credit card information, hit purchase and it will magically appear on my doorstep.

(I’m just kidding about the wine, but not about the kiss!)

Last week, the international organization that is obsessed with measurement for communicators, released the AMEC integrated evaluation framework.

This is the same organization that brought us the Barcelona Principles a few years ago.

It is the same organization that, around the same that Marketing in the Round was published, called for a breakdown of silos so communications, marketing, advertising, customer service…and, well, everyone else could work together.

It is the same organization that acts as the voice for public relations research and measurement.

It is the same organization that provides measurement and metric research, intelligence, and insights.

And now they are the same organization that is going to make it incredibly easy for you to plan, execute, measure, improve, and report a fully integrated communications program.

The AMEC Integrated Evaluation Framework

Built with the PESO model in mind, the AMEC integrated evaluation framework takes a look at the following:

  • Objectives
  • Inputs
  • Activity
  • Outputs
  • Outtakes
  • Outcomes
  • Impact

Not only does it help you determine the best fit for those seven points, it provides supporting documentation, such as a taxonomy, that gives you tons of examples that fall under each.

For instance, if you aren’t sure what to include under “outtakes,” it walks you through different metrics that cover key steps, milestones, and methods of evaluation.

All you have to do is look through the light purple column and you have lots of examples, such as:

  • Key steps: Attention, awareness, engagement
  • Milestones: Unique visitors, positive comments, subscribers, inquiries
  • Evaluation: Web stats, audience surveys, focus groups, interviews

As well, there are expert opinions, resources, downloads, and endorsements (you’ll see in several spots, I am VERY excited about this for our industry).

How It Works

But here’s the coolest part: The actual AMEC integrated evaluation framework helps you plan for a measurable, results-driven program.

This is what it looks like:

AMEC Framework

It’s pretty and colorful, but the real value is in the interaction.

If you click on that image, it will take you to the interactive part.

You start with objectives, fill them in, and go on to inputs. You continue that until you finish step seven, and then click submit.

When you are finished, you get a plan that looks like this (with your information filled in, of course):


Now you have a one page communications plan that is incredibly easy to execute against, and includes metrics that you can report on weekly, monthly, quarterly, and annually.

And, as a bonus, you can easily take this and create your awards submissions for PRSA, IABC, BMA, AMA, Webby’s, and wherever else your heart desires.

Metrics Made Easy!

I really, really like this because it does not allow you to create a plan without real metrics that drive real organizational results.

It takes all of the things we talk about, in terms of metrics, and makes it incredibly easy for you to track the things that make the most sense for your organization.

It also removes media impressions, advertising equivalencies, and other vanity metrics as “impact” metrics.

You may find some of those things in outtakes and outputs, but not in impact.

So go check it out. Play with it. Create your plan for the second half of the year (after all, third quarter begins in only nine days). And then come back here and kiss me.

You’re welcome.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!

  • Nice to see PR catching up with their marketing peers. 😉

    • Gini Dietrich

      I wouldn’t go that far. It’s a nice start, but still a long way to go.

      • OK, I was trying to be diplomatic… 😉

        Seriously, though, the more PR moves to its marketing cousin’s approach to data, the better.

        • You know I’m totally with you on that. But here is what’s interesting: Every communicator I talk to about this says, “I know I NEED to do this, but my eyes glaze over when data and metrics are discussed.” I would offer a course on it, but I don’t think anyone would show up!

          • If a business owner can understand P&L, they shouldn’t have any excuses to not understand the data and metrics that make these happen.

        • Except marketing doesn’t apply this concept to social, which it has unceremoniously taken over.

          • If you’re generalizing, sure. If you’re talking about actual proper marketers versus those that made their reputations as “social media marketers”, then not so much.

          • The more something can be measured the harder it is for Agencies to spend client money. Meaning the claim ‘something can’t be measured or the impact can’t be qualified but trust us it will be positive and should be done because your competitors are doing it’ pitch is really saying ‘my competitors are getting paid to do something that is complete BS but it is making them money so we suggest you do this so we can compete with our competitors’

            I say this a lot. The CFO runs the budgets. And he usually is paid better if the company invests better. So Marketing and PR are being challenged to have concrete cases to get the budget they want vs investment elsewhere in the company.

  • Sharing this with the whole team in our next meeting! Now we’re a bigger team, it’ll be great to have a consistent framework.

    Thanks 🙂 L xx

    • Gini Dietrich

      You’ll have to let me know what you think, after you’ve tried it.

  • What a wonderful post to read Gini, thank you for your kind words. Binny kisses are on the way! 

    The AMEC team worked hard to provide a meaningful and credible approach to measuring PR / communication in today’s integrated world which could work for any organisation regardless of size, budget or vendor. It had to be easy to use, engaging, and full of practical tips and additional information.

    In addition to the framework, we have provided a resource centre with a ton of additional information ready to answer the questions that even the most advanced measurement geeks might have. The whole resource centre is here:

    We hope we have got it right – it was only announced last week at our international summit in London and we have already received loud support from across the globe as this video shows:

    But we’re not complacent. We know that things can be improved further so we’re now in a testing and feedback period. We are working with academics, trade associations, practitioners and vendors to test and validate the process. The Spinsucks community is highly valuable to this process and we welcome all feedback that we can receive. Please can I ask that those interested reach out to me on twitter and we can take it from there – @richardbagnall

    Thanks once again for helping to spread the work.

    Richard Bagnall
    AMEC Chair Elect and Leader of the integrated evaluation framework group.

    • Oh, and hey…congrats on being incoming Chair! That’s a big deal!

  • This looks so helpful!

  • I love this! I just tried it for my own business (my most neglected client) and can’t wait to try it with a client! Thank you!

    • Our own businesses are ALWAYS the most neglected clients! I’ll be interested to hear what you think (even if you want to email me privately) after you’ve had a chance to let it settle in a bit.

  • Kudos! This is brilliant.

  • Laura Petrolino

    Ohhh! I can’t wait to play with this!

  • Gini: It was quite beneficial to experiment with it. If you are thinking about future content, it could be really interesting to provide a concrete example about how you are using this framework with one of your unnamed clients or within your business.

  • I’m not sure how this amazingness of a post escaped me, but I’m so glad I found it.

    I am currently typing my communications plan, trying to make sure I’ve got everything down and then this falls into my lap. It was a great checks and balance process for what I did and didn’t have!

  • So easy even a Caveman can do it. So easy Comm Professors across the country quit in protest. So easy little Jackie Dietrich launched her first business ever seeing 1000% growth in sales in just 4 days.

    Looks really slick. There is the Advertising Research Foundation that I have always wanted to join because obviously with 9 out of 10 new products still failing after having so much more data. I like that this framework can help identify what is working and what didn’t easier. But it still comes down to user interpretation. Interpreting data is what makes or breaks your business. Something that worked could of been luck. Something that didn’t could be a home run under slightly different circumstances.

    It vexes me that the Ad Industry keeps saying ‘If the ads were only better…or they did this people will love them so much they will engage and focus on the advertising experience. That mindset drives revenue for the industry…the big client con. When really we don’t want advertising.

  • Do you think I could apply this framework to my relationships Gini?

    • For sure! We could create objectives for the single men and build KPIs around those. Before you know it, Tom will be a distant past and you’ll be getting married.