A brief confession. Last year I tried to apply for the IABC‘s Accredited Business Communicator certification. I thought it would be easy considering the clients I have worked on and also the projects I designed and implemented – of which I am still extremely proud.
I was able to complete 90% of the submission to a very good standard. Then I came to the section requiring me to explain the outcomes of the initiatives. And… I came a cropper. OK, I have a lot of press clippings and I have significant ROI from AVEs… but actual business outcomes?
The campaigns were successful that was clear from my client’s satisfaction and the agency’s profit & loss account. I also received a few happy emails from my clients, and once even a direct financial bonus.
But hard, solid, presentable achievements…
I was depressed. I had worked for 12 years and I don’t know what I have actually contributed…
Then I discovered the Barcelona Principles and I have been an advocate of outcome-based communications ever since. This is one of the reasons I have been so prolific in writing about the Global Reporting Initiative (GRI – see earlier posts) because it provides guidance on how to measure a PRO’s impact on an organisation among other things.
Hence I heartily recommend you to register and attend MEPRA’s PR Measurement workshop on June 21 by emailing: firstname.lastname@example.org (details below!).