IEF

Integrated Evaluation Framework

A measurement and planning model developed by the International Association for Measurement and Evaluation of Communication (AMEC) to guide communicators in effectively evaluating the impact of public relations and communication campaigns. Launched in 2016 and continuously refined, the IEF is a practical, interactive tool that helps professionals link their communication efforts to organizational goals by focusing on outcomes rather than just outputs.

Purpose and Philosophy

At its core, the IEF is designed to address a long-standing challenge in communications: the need for consistent, credible, and comparable measurement across diverse channels and tactics. It moves beyond vanity metrics such as impressions or media clips, promoting a more strategic approach that emphasizes impact, behavior change, and organizational value.

The IEF aligns closely with AMEC’s overarching goal of professionalizing communication measurement. It also supports the Barcelona Principles 3.0, which underscore the importance of integrating qualitative and quantitative data, setting clear objectives, and measuring results across paid, earned, shared, and owned media (PESO).

Key Components of the IEF

The IEF is structured around seven core steps:

1. Objectives – Define clear, measurable communication objectives aligned with broader business or organizational goals.
2. Inputs – Identify resources, budget, and situational context that inform the strategy.
3. Activities – Document the specific tactics and outputs, such as press releases, social media posts, or events.
4. Outputs – Measure the reach and engagement of those activities (e.g., number of articles, impressions, social shares).
5. Outtakes – Assess what audiences understood, felt, or took away from the communication efforts (awareness, sentiment, recall).
6. Outcomes – Measure changes in audience behavior or attitude that result from the campaign (e.g., sign-ups, advocacy, behavior change).
7. Impact – Evaluate the broader effect on business or societal goals, such as increased sales, policy change, or reputation improvement.

IEF Benefits and Adoption

The IEF is highly customizable and can be applied to campaigns of any scale or industry. Its intuitive, web-based interface is supported by downloadable guides, templates, and case studies, making it accessible for both novice and seasoned communicators. Importantly, it encourages a continuous feedback loop, enabling practitioners to refine their strategy in real-time based on measurable insights.

Organizations across the public, private, and nonprofit sectors utilize the IEF to standardize evaluation practices, justify communications budgets, and demonstrate return on investment (ROI) to stakeholders. It also facilitates cross-functional collaboration by creating a shared language around objectives and measurement.

The Integrated Evaluation Framework is a modern, outcomes-focused approach to communications measurement that helps bridge the gap between tactics and results. By structuring evaluation around impact and aligning it with organizational priorities, the IEF enables communicators to demonstrate value, enhance performance, and advance the strategic role of communications within their organizations.