The Public Relations Institute of Australia (PRIA) today presented Australia's inaugural Measurement and Evaluation Frameworkfor the public relations and communication profession at an industry MasterClass held in Sydney. This followed the official launch of the Framework in Melbourne with further MasterClasses to be held around Australia in coming weeks.

In launching the Framework, PRIA Victorian President Alex Messina reinforced the industry's commitment to ensuring that the ability to measure, evaluate and report outcomes and impacts to be core business for all Australian PR and Communication professionals.

"The new Framework delivers a new world-leading framework thanks to global expertise of Professor Jim Macnamara from University of Technology," Mr Messina said.

The Framework has been endorsed by the International Association of Measurement and Evaluation of Communication.

PRIA National President Jenny Muir said the PRIA Measurement and Evaluation Framework includes a new Model, and a new Matrix and Guidelines that takes an 'eco-system approach' to analysing communication within the organisation and the community it seeks to influence.

"In today's world, PR and communication professionals must be able to speak confidently of the value of their work in clear and measurable terms to all stakeholders.

"As our eco-system embeds the need for live tracking and the use of comprehensive data sources, it is necessary for us to be able to make the business case for investment in tracking and reporting, and to include this in the cost of doing business," Ms Muir said.

The PRIA has identified a gap in industry practice where professionals need to better address measurement and evaluation standards.

PRIA has coupled the launch of the Guide with an initial series of professional development MasterClasses across the country, which will continue as an ongoing education and training program year on year.

It is through professional learning and day-to-day application of the models and tools included in the Framework that measurement and evaluation will float all boats across the profession," concluded Ms Muir.

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Media Contact:

Jenny Muir - National President, Public Relations Institute of Australia
m: 0415 401 200

About Public Relations Institute of Australia

The Public Relations Institute of Australia (PRIA) is the national professional association for public relations and communication professionals in Australia. PRIA represents and provides professional support and recognition to over 4,000 practitioners and more than 100 consultancies nationwide. Since 1949, it has been PRIA's role to promote and enhance professional communication to the broader community. PRIA adheres to the highest standards of ethical practice and represents the best interests of its public relations professional members.