The PRCA has partnered with International Association for Measurement and Evaluation of Communication (AMEC) and International Communications Consultancy Organisation (ICCO) to launch its new test of how well members measure their work.
It will take the form of a new module added on to the PRCA's Communications Management Standard, in which its members are audited annually for a range of skills.
The new module will be available to the PRCA’s 350 agency and 150 in-house members immediately, before being rolled out to ICCO’s 1,700 agency members later this year.
PRCA director general and ICCO CEO Francis Ingham said: "Effective measurement is fundamental to best practice in PR. That’s why we are launching this module, to provide a framework around which agencies and in-house teams can grow and develop their skills in this all-important area."
The AMEC summit takes place in Amsterdam today and tomorrow.