Measurement is something of a bete noir of mine ('Charter sets "global standard" for calculating value of PR at European Measurement Summit', prweek.com/uk, 24 June). So apologies ... But blimey, given how long PR has been around, this is gob-smacking. It's like listening to someone repeating back to you what you've been saying to them for ever - when they have consistently ignored you and opted for the fast, easy, uncomplicated buck. Principles like these are for when you establish an industry or 'gang' ... not years in! Talk about stating the blooming obvious. My recommendation is for agencies to create their own, water-tight systems and charge for them. Hope Barcelona was fun.
... but they will only work if everyone adopts them
The seven key principles are a good first step, and the fact that five global industry bodies are now talking is good progress, but the true success of this conference will be if a unified methodology for the industry can be reached. There is still a long way to go.
- We need to build on solid foundations
We have AMEC joining us at the CIPR in early July to inform our process of reviewing and updating the CIPR measurement and evaluation policy. The principles have been well received except by those who don't think they go far enough. I'm impatient also, but we need foundations before we can construct walls and a roof. The task now is to sustain momentum, a task everyone can contribute towards by embedding the principles as policy.