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    Главная / News / AMEC, ICCO and PRCA launch joint definitive guide to PR measurement

    AMEC, ICCO and PRCA launch joint definitive guide to PR measurement

    London, 6 June – AMEC, the International Association for Measurement and Evaluation of Communication, the International Communications Consultancy Organisation (ICCO), and the PRCA,  the UK Public Relations Consultants Association, have today launched the definitive guide to public relations evaluation.

    The guide, entitled ‘The PR Professionals Guide to Measurement’ has been launched today at the AMEC European Summit in Madrid, after four months of development.

    The simple, easy to use and navigate guide is available online at http://prguidetomeasurement.org/, which can be easily accessed on all platforms, including PC, tablet and smartphone.

    The guide is made up of 12 chapters contributed by AMEC, ICCO and PRCA members, featuring case studies and best practice on PR measurement, top tips and latest thinking. It does not include AVEs as a recommended method. The guide is international in focus, with contributions from South Africa and Australia.

    The guide’s authors include brand leaders, senior PR experts, and measurement experts such as ICCO President and Ketchum Europe CEO David Gallagher; Hotwire Group Chief Development Officer Andy West; Salience Insight CEO Giselle Bodie; eBay Head of Strategic Communications Ben Matthews; and Ketchum Global Research Managing Director David Rockland.

    Jeremy Thompson, Vice Chair of AMEC and Chief Executive of AMEC, said: “In an age where media reputation is seen as a critical component of corporate and brand value, AMEC is committed to expanding the use of measurement as the means of proving performance.

    “We believe that measurement is critically important for PR professionals to use to justify their work, especially in today’s economic climate, and that this practical guide, developed by AMEC, ICCO and the PRCA will help make measurement a business imperative, not an optional extra.”

    PRCA Director General and ICCO Executive Director Francis Ingham said: “This is a pivotal moment for PR evaluation.  For years and years, our industries have just talked. But today is a day of action. The collaboration of the three global leaders of our industries is unprecedented, and sets a gold standard to which we will now challenge other associations to ascribe.

    “This is the definitive resource that PR professionals at any level can use to understand the best way to evaluate their campaigns. This educational initiative to highlight the importance of measurement in communications forms part of our wider efforts to improve industry standards across the board.”

    Andrey Barannikov, Chairman of AKOS, CEO of SPN Ogilvy commented: «Сommunications evaluation is one of the «eternal» questions of our industry. Unfortunately, there are still no unified principles of PR campaign results measuring in Russian professional community; in many companies practice of evaluation is missing or it is based on some elementary methods that gives no idea of communications influence on business performance. I hope that this international guide will be widely used and help public relations reach a qualitatively new level, moreover strengthen its strategic management function in Russia».

    Notes to editors

    The PR Professionals Guide to Measurement is available at http://prguidetomeasurement.org/.

    About AMEC

    AMEC, the International Association for Measurement and Evaluation of Communication has grown to become a global trade body for agencies and practitioners who provide media evaluation and communication research. AMEC’s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. AMEC has a membership base in over 40 countries.

    About ICCO

    The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations in 28 countries across the globe in Europe, Africa, Asia, the Americas and Australia. Collectively, these associations represent some 1,500 PR firms.


    About the PRCA

    Founded in 1969, the PRCA is the professional body that represents UK PR consultancies, in-house communications teams, and PR individuals. The PRCA promotes all aspects of public relations and internal communications work, helping teams and individuals maximise the value they deliver to clients and organisations.


    CONTACTS:                                                                  Barry Leggetter (for AMEC)

    +44 7748 677504


    Francis Ingham (for PRCA)


    Anastasia Demidova (for ICCO)