The council's director of comms and strategy Alex Aiken unveiled the guide, Evaluating Your Communications Tools: What Works, What Doesn't during a two-day European PR conference held in Prague last Friday.
The report presents the 'Westminster Model' - based on the techniques used by Westminster's comms and strategy team - as a system that can be replicated across the public and private sectors.
The model suggests measurement should be based on 'real outcomes', including 'measurable changes in audience perceptions and awareness'.
Comms people should also note 'trackable improvements in an organisation's reputation'.
The guide suggests that organisations should continuously monitor the outcomes of a campaign to undertake meaningful evaluation, and this should be done with complex tools such as reputation tracker surveys and reporting dashboards.
The new guide has won the backing of both the PRCA and the International Association for the Measurement and Evaluation of Communication.
