The PRCA launches its executive diploma and introduces a new campaign to recognise excellence in measurement practice

PRCA launches Measurement Champions to recognise excellence in evaluation

The PRCA has launched a new kitemark of measurement and evaluation excellence: Measurement Champions. Measurement Champions is a new campaign aimed at recognising excellence in PR and communications evaluation methods. The campaign will feature an online register of consultancies and in-house teams that the PRCA consider to be leaders in measurement. The organisations will also be able to use the ‘PRCA Approved Measurement Champion’ kitemark on their website and any other promotional literature.

In order to be deemed a PRCA Measurement Champion, consultancies and in-house teams must not use AVEs in any of their measurement activities. They must also subscribe to the guidance outlined by AMEC in the Integrated Evaluation Framework that was launched last June.

The framework operationalises and shows how to implement Barcelona Principles 2.0 and links organisational objectives to communications objectives, to outputs, outtakes, outcomes and organisational impact. The framework allows an integrated approach to measurement across all of the P.E.S.O. channels utilised by today’s professional communicators. Measurement Champions launches with four ‘Launch Champions’: Government Communication Service, Golin, Lewis UK and Smoking Gun PR.

Francis Ingham director general of the PRCA, says, “We are utterly committed to providing a positive, supportive, and inclusive way of promoting great measurement -and doing so step-by-step with our long-term partners AMEC. We also know that naming and praising those who meet the highest standards is the right approach. And that the alternative one of naming and shaming those who are still on that journey towards excellence is the wrong one.  The PRCA Measurement Champions campaign celebrates those of us who think beyond AVEs, and who are committed to the principles of the Barcelona Principles and AMEC’s Integrated Evaluation Framework.”

Barry Leggetter, CEO of AMEC, adds, “AMEC is delighted that its Integrated Evaluation Framework has rapidly become the global industry standard for best practice measurement and evaluation. We are thrilled at the full support that the PRCA initiative is providing.”

Richard Bagnall, chair of AMEC says, “AMEC’s Integrated Evaluation Framework is acknowledged as best practice by trade associations, PR agencies, in-house practitioners, educators and academics all across the world.  The positive approach to measurement taken by the PRCA fits perfectly with AMEC’s current ‘Say No to AVEs’ campaign. It sends out a powerful message that credible and meaningful evaluation matters and that spurious metrics have no place in our profession.”

PRCA launches Executive Diploma

The PRCA has announced that it is launching an executive diploma, aimed at graduates starting out in PR and communications. The PRCA executive diploma will be taught over a single academic year in partnership with Richmond University and Leeds Beckett University, who have helped develop the programme. The partnership will be launched this autumn at Richmond University’s Kensington Campus in London, and will be followed by a further launch in February at Leeds Beckett University. The cost is £3,000 to enroll on the course.

The qualification is aimed at students who would normally have a first degree and/or relevant work experience, although applications will be considered on a case-by-case basis. The diploma will based on face-to-face teaching, and students will be assessed across assignments in three units: PR and the media, PR campaigns, and careers in PR.

PR and the media will cover: communications models, the media in society, the media landscape, media relations and influencer relations, news values, news release writing, pitching stories, convergence: distinction between marketing, PR and advertising, PESO model, marketing and brand journalism, SEO basics, writing and editing skills, and PR theory – persuasion and propaganda.

PR campaigns will cover: basic planning models, objective setting, identifying publics, strategy and tactics, management and control, risk and issues management, output and outcome measures.

Careers in PR will cover: ethics and professionalism, roles research and competencies, the structure of the industry (in-house and consultancy, internal and external comms), sectors and specialisms (eg public affairs).

Ingham says, “We are very proud to be launching the Executive Diploma, which will give people everything they need to get prepared for a career in PR and communications. I would like to thank both Richmond University and Leeds Beckett University for their help in developing this fantastic qualification.”