PR measurement guide 'rejects' single definitive method

A global guide to measurement launched to mark the start of the AMEC summit represents a move away from trying to find 'one definitive method', a leading figure has told PRWeek.

AMEC: A scene from last year's conference
AMEC: A scene from last year's conference

The guide, the first of its kind, is entitled The PR Professional's Guide to Measurement and is the result of an international collaboration across 28 national PR associations.

Across 12 chapters it features case studies and best practice on PR measurement. It does not include Advertising Value Equivalent (AVE) as a recommended method.

Launched at the start of the summit in Madrid, it is the result of collaboration between the International Association for Measurement and Evaluation of Communication (AMEC), International Communications Consultancy Organisation (ICCO) and the PRCA.

ICCO executive director and PRCA director general Francis Ingham said: ‘Over the past few years PR has grown across the world and into other disciplines. If we can provide tangible evidence of the benefit that PR delivers we can accelerate that growth.

'Individual trade associations have tried to put guides out and they have been worthy but there has been inconsistency between them. This is an effort to provide that common guidance.’

The guide is focused on offering common principles rather than one particular method of measurement, Ingham added.

‘The industry has tried to come up with one definitive method for 20 years and that’s failed. This is a rejection of that.’

Authors include ICCO president and Ketchum Europe CEO David Gallagher, Hotwire Group chief development officer Andy West and eBay head of strategic comms Ben Matthews.

AMEC's fifth European Summit on Measurement runs over three days under the theme ‘Unlocking business performance – the role of communications research and analytics’.

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