MADRID: AMEC, the International Communications Consultancy Organization, and the UK's PRCA have published a global guide for PR measurement.
The organizations unveiled the guide Thursday at AMEC's Fifth European Summit on Measurement in Madrid. Representatives from each of ICCO's 28 member countries received copies and will share the principles in their home countries, said Francis Ingham, ICCO executive director and PRCA director general.
“The idea is that this will become the de facto global best practice guide to evaluation,” Ingham said. “Lots of different measurement associations have come up with their own guides that are all worthy in themselves but slightly different. Our aim was to put something together that we could all sign up to and share common standards.”
The project has been in development for the past four months. The collaborating organizations will update it every six months, Ingham said. It will also be available online, through PC, tablet, and smartphone platforms.
The guide includes 12 chapters with case studies, best practices, and tips on PR measurement. Chapters were written by AMEC, ICCO, and PRCA members such as ICCO president and Ketchum Europe CEO David Gallagher; Hotwire group chief development officer Andy West; and Ben Matthews, head of strategic communications at eBay.
“Something that encouraged me was that we all want to see evaluation as a core part of what we do,” Ingham said. “We all just need to make the case more strongly and with greater confidence for why evaluation matters to our industry, because I think at times we're hesitant to do so.”
The AMEC summit will close on Friday.