We've spoken about PR measurement and how it's always been PR's biggest challenge. We've also delved into Inbound PR and how the concept provides a framework to really measure outcomes not just outputs.

But we haven't really dug into how you should plan your PR campaigns and programmes with metrics in mind. 

So today I want to introduce you to AMEC's new integrated evaluation framework which enables professionals to use the Barcelona Principles 2.0 to plan and tie PR activities back to organisational performance. 

The framework was launched in June and its interactive version is pretty cool. Most importantly, it's very intuitive and simple to use so that any new practitioner (or even a student) can follow the steps to plan, execute, measure and report on a fully integrated communications campaign.

The Planning Stage

The framework spans through each PESO channel and looks at the following points to get you to start planning your PR programme (note, the order is important): 

I am going to tell you a story today. A story about the absolute worst shopping and customer service experience EVER with Littlewoods Ireland (I feel terrible about giving them an inbound link now but I need you to see it and never ever shop there!)

So two Saturdays ago (17 July) I am running around Dublin to find a fascinator. Yep, a fascinator, because I am going to the Galway races this Friday. I am very specific with what I need as to colours, size etc. Unfortunately, I cannot find anything in the shops in town so what do I do? Well, I go shopping online! And I find Littlewoords Ireland. They actually do have something that fits what I need! So I order it. I go through an incredibly long process of creating an account. Regardless, I'm content because I've found a fascinator to fit with my outfit! 

Turns out I am never going to get that fascinator.

The one thing my customers struggle the most with is content. 

There are three big reasons for this: 

• They don't create enough content (the usual excuse "we don't have time").
• The content is not ranking ("we publish twice a week, but we are getting so little traffic"). 
• The content is not converting ("we write a lot but very few download our content offers on the landing pages").

Of course, the one big thing that solves for the latter two (I am not even going to pay attention to number one) is your buyer persona and making sure you are creating content for the right audience and promoting it there where your audience really is. With strategy you fascinate. 

But there's one other thing that marketing people often forget. Content is not just words. The internet is flooded with so many blogs, LinkedIn articles, Medium articles, magazines and newspapers. All words, words, words.

However, text may not always be the right approach. In a crowded world of information, you need something to stand out. And words don't always do the trick. You might need to get a bit more creative to attract people to your site. (I'm guilty of the words, words, words addiction too...)

The Inbound PR concept is now one year old. Happy birthday to my concept! (Tomorrow is the day!) 

As we've defined before, Inbound PR combines the best of two worlds − public relations and inbound marketing − and alleviates PR's biggest weakness (measurement) and inbound marketing's biggest challenge (content). 

One year deserves a proper celebration so I decided it's time for a monster blog posts of 2,800 words that digs a little deeper into the fundamental principles, tools and tactics of Inbound PR and provides multiple tips. 

For that, I thought I'd use the alphabet since becoming one year old is a good time to start learning the letters and put the basis in place. 

Here we go! 

The ABCs of Inbound PR: 

We live in some pretty turbulent times. Think Brexit, fleeing refugees, bombing all over the world... It's pretty scary out there. 

No wonder then that there's a crisis of leadership that's been going on for years. You want evidence? I've got it for you: the latest annual Leadership Communication Monitor by Ketchum is out and reveals for the fifth year in a row that "a low-trust, high-expectation gap is the new normal for leaders and leadership concerns have a direct, sizable impact on both bottom-line and political outcomes."

It's the fourth time I'm covering the KLCM research.

In 2013, leaders were too stubborn to start embracing change, new media and the digital reality.  

In 2014, the need for a new style of leadership arose – a feminine one.

In 2015, the era of title-less, shared leadership at the speed of now began, where not just CEOs, but anyone in the organisation can be a leader. 

In 2016, a worrying picture of lack of political leadership and some serious blocking barriers to equal corporate leadership arises.