The AMEC Integrated Evaluation Framework is a practical model for planning, implementing and evaluating communication programs and campaigns. Developed by the International Association for Measurement and Evaluation of Communication (AMEC), it provides a structured approach to drive meaningful insights and optimise return on investment.

Overview of the AMEC Framework

The AMEC Framework consists of six connected stages:

1. Insight

Clarify the business or organisational objectives behind the communications program. Identify key insights through research to understand target audiences.

2. Inputs

Determine resources required to deliver the program – budget, staff, technology etc.

3. Outputs

Plan specific communication activities and tactics to achieve goals, for example, social media posts, events, and press releases.

4. Out-takes

Measure immediate reactions and perceptions, for example, campaign awareness, engagement, and recall.

5. Outcomes

Assess the impact on audience knowledge, attitudes, and intentions. For example, an increase in awareness or understanding.

6. Impact

Evaluate the effect on broader organisational goals. For example, changes in behaviour, sales, and social impact.

Key Benefits of the AMEC Framework

  • Strategic focus – Aligns communication goals with wider business objectives.
  • Audience insights – Ensures programs are insight-driven and audience-focused.
  • Measurement – Builds in evaluation from the outset to optimise efforts.
  • Flexibility – The adaptable model works for different campaigns and organisations.

Practical examples of using the Framework

Here are some examples of how the AMEC Framework can be applied:

Public Health Campaign

A health authority wants to increase cancer screening rates in specific demographics.

  • Insights – Research barriers to screening in target groups.
  • Inputs – Budget, staff, screening providers, media channels.
  • Outputs – Social media, posters, radio ads, events.
  • Out-takes – Campaign awareness, information requests.
  • Outcomes – Knowledge and attitude changes.
  • Impact – Screening rate increases.

Internal Communications

A company wants to improve employee engagement and productivity.

  • Insights – Staff survey to identify issues.
  • Inputs – Internal comms team, intranet platform.
  • Outputs – Newsletters, town halls, recognition programs.
  • Out-takes – Open and click rates, attendance.
  • Outcomes – Employee satisfaction, and awareness.
  • Impact – Improved productivity and retention.

Public Relations

A business needs to rebuild trust after a product recall.

  • Insights – Research reputation and consumer concerns.
  • Inputs – PR Team, media monitoring.
  • Outputs – Leadership interviews, facility tours.
  • Out-takes – Favourable vs. unfavourable coverage.
  • Outcomes – Positive messaging associations.
  • Impact – Brand trust and sales recovered.

AMEC Framework Template

David Hodder - Understanding AMEC's Integrated Evaluation Framework