AMEC Integrated Evaluation Framework
Updated · By the Everything-PR Editorial Team. Reviewed by a human editor before publication.
The AMEC Integrated Evaluation Framework is a free, widely used model from AMEC, the International Association for the Measurement and Evaluation of Communication. It links what a communications team puts in to what the organization gets out, step by step, so results are judged against goals and not against coverage volume.
What does the framework measure?
It follows a chain from objectives and inputs through activities and outputs, then out-takes and outcomes, to organizational impact. Each step has its own measures, so a team can show how a campaign moved from placement to audience change to business result.
How does it relate to the Barcelona Principles?
The Barcelona Principles set the standard: measure outcomes against goals and reject media-value math such as AVE. The AMEC framework is the practical tool teams use to apply that standard.
How can a team use it?
- Start from a business objective and not from the press list
- Pick one measure per stage and set targets before the campaign starts
- Add AI-era measures, such as Citation Share, at the outcome stage
Frequently asked questions
Is the framework a metric?
No. It is a structure for choosing and sequencing metrics.
Does it replace PR measurement?
No. It is one way of organizing PR measurement.
Does it cost anything?
AMEC provides the framework as a free online tool.