Letter - Colleges also shun evaluation training

The findings of Lewis PR's poll into the lack of new-media modules on higher-education PR/comms courses should come as no surprise ('PR colleges ill-prepared for new-media explosion,' 22 Sep).

AMEC carried out similar research some years ago, also revealing a lack of modules on measurement and evaluation.

As far as I'm aware things have hardly changed. AMEC is so disillusioned by this that, as you also reported ('Evaluation body AMEC rebrands,' 22 Sep), we're starting our own college, available for the whole PR industry from November.

Mark Westaby, founder and director, Metrica.

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