LONDON —Communications research and measurement trade body AMEC has launched a new interactive digital tool that enables users to map their PR efforts against the outputs, out-takes and outcomes specified by the Barcelona Principles 2.0 evaluation framework.

Unveiled at last month's AMEC Summit, the 'Integrated Evaluation Framework' measures across all paid, owned, shared and earned channels, and includes a supporting website of resource material, developed in conjunction with Lewis.

"We wanted to take the pain out of measuring communication in what has become an ever more complex world," said Richard Bagnall, CEO of Prime Research UK and an AMEC board director, who led the working group which developed the tool. “This interactive tool allows organisations of all sizes to easily plan and measure their integrated communications activity, proving the value of their work in a meaningful and credible manner."

The PRCA, ICCO and AMEC are setting up a global working group with the aim of providing feedback on AMEC’s Integrated Evaluation Framework.

"We believe this is a breakthrough tool for PR and communications professionals and we encourage you to embrace and adopt it as we look to drive best practice and common standards," added AMEC chairman and Cision EMEA MD Jeremy Thompson. "The Framework incorporates business process measurement techniques ensuring that communications can now be measured using the language of business."

The new AMEC Integrated Evaluation Framework is available now for free download at