Editorial: Joining hands across the Atlantic

The PRCA, IPR, Association of Media Evaluation Companies (AMEC) and other members of the working party formed as a result of the Proof Forum met this week to thrash out the details of a best practice toolkit to be launched in May. On the other side of the Atlantic, the Public Relations Society of America is also working on a new tool to measure and evaluate the impact of PR. Likely to be a CD-Rom, workbook or training programme, this is due to be launched at the PRSA’s international conference next October.

The PRCA, IPR, Association of Media Evaluation Companies (AMEC) and

other members of the working party formed as a result of the Proof Forum

met this week to thrash out the details of a best practice toolkit to be

launched in May. On the other side of the Atlantic, the Public Relations

Society of America is also working on a new tool to measure and evaluate

the impact of PR. Likely to be a CD-Rom, workbook or training programme,

this is due to be launched at the PRSA’s international conference next

October.



Both initiatives, and in particular the willingness of industry bodies

here in the UK to work together for the greater good of the profession,

represent a real step forward in terms of promoting the accountability

of the industry.



But the profession’s increasingly global concerns will soon necessitate

a transatlantic co-ordination of efforts to ensure that, when it comes

to research and evaluation, in-house practitioners and agencies working

on an international basis are all singing from the same song sheet.



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