Could the measurement industry have acted earlier? Possibly, but let's not undermine the sense of leadership and momentum building now. What is important is to make sure that each of the five participating organisations adopts the standards as their own and in a form relevant to their members - which includes the CIPR (through the Global Alliance) and the PRCA (through ICCO).
I take a view that the Measurement Principles represent a major step forward. It is the PR industry's most credible opportunity to prove to clients that its programmes are working.
What is important - and Holly's letter and PRWeek blogs are proof of this - is that the Barcelona Principles have got the PR industry talking. We have five global bodies now engaged, determined to leave AVEs in the past and evolve a new future.
Influence Crowd's Philip Sheldrake hit the nail on the head when his prweek.com post talked of the need to build on solid foundations. AMEC also has separate meetings planned with the CIPR and the PRCA.
Barry Leggetter, executive director, AMEC
