Training
Make Measurement Matter: Bespoke Training from the Industry Experts
PR and communications are changing fast. As the media fragments, audiences polarize and AI transforms workflows, the pressure to prove our value has never been greater. Stakeholders no longer ask for coverage – they’re demanding outcomes.
That’s where we come in.
Richard Bagnall and Paul Hender are two of the most experienced and respected figures in global PR measurement.
Together, they’ve built and led some of the world’s top media intelligence firms, advised governments, co-authored industry standards like the AMEC Integrated Evaluation Framework, and trained thousands of professionals on how to evaluate what really matters.
Wherever your team is today, whether reporting coverage volumes or already exploring outcomes, we’ll help you transform your evaluation to show real impact that can inform smarter decisions.
Half-Day Session: Fast-Track to Smarter Measurement
This session is your accelerated route to understanding what world-class PR evaluation looks like – and how to achieve it.
You’ll learn:
- Why traditional metrics are broken, and what to use instead
- The fundamentals of AMEC’s Framework, Planning Guide and Measurmeent Maturity Mapper
- How to connect comms activity to outcomes, behaviour change and impact
- How to apply best practice using real-world case studies
- Tangible tips to improve your planning, reporting, and evaluation storytelling
We’ll review examples of your current evaluation approach and provide pointers for how they can be evolved into meaningful, credible and value-driven insight.
Perfect for: PR teams looking to learn, build confidence, modernise their approach, and align with best practice.
Full-Day Session: Build a Culture of Insight
Everything in the half-day course – plus a deeper workshop, guided evaluation application, and team transformation.
This hands-on day brings your team together to review your comms program and activities, including specific campaigns. We’ll lead you through linking planning to SMART objectives, choosing the right KPIs and metrics, blending qualitative and quantitative data, and ultimately how to tell a compelling story with data that earns respect in the C-Suite. You’ll be equipped with an approach that can be used again and again, and the skills to use it confidently.
Perfect for: Senior leaders, broader comms teams, and organisations ready to embed a culture of planning, measurement and continuous learning.
Custom Sessions: Tailored to your Team
We can build custom training sessions to suit your team’s availability and requirements. We would consult with you to design a training program to deliver the most impact in the time available. From overviews of the latest thinking and tools in best practice measurement and evaluation to facilitating custom measurement frameworks and measurement approaches, we will focus on your priorities
Why choose our evaluation training?
- Global expertise, local relevance. Whether you’re large or small, in-house or agency, running global campaigns or local programmes, our training helps comms teams of all kinds turn measurement into impact.
- We built the frameworks – literally. Richard and Paul led the development of the AMEC Framework which is now acknowledged as global best practice in comms evaluation.
- Trusted by the PRCA. As PRCA-accredited trainers, we deliver practical, applied, and rigorous content that you can use immediately, not waffle and theory.
- Shortcut the learning curve. We each bring 30+ years of deep experience in comms evaluation. Your team doesn’t learns fast from our expertise.
Book Your Bespoke Session
Whether you’re just starting your evaluation journey or ready to sharpen your reporting to board-level standards, we’ll meet you where you are, and get you where you need to be.