The Association of Media Evaluation (AMEC) plans to launch what is likely to be called the Institute of Communication Planning, Research and Evaluation, (ICPRE).
But the IPR, which has its own PRE task force, said such an organisation would be superfluous, claiming its own provisions are adequate.
AMEC chairman Mark Westaby, who drew up the proposal, said the IPR had failed to provide the proper expertise and support for PRE professionals
‘Quite frankly, the sophisticated nature of PRE demands a separate body. The IPR is crazy to believe it meets the demands of professionals in this field,’ he said.
‘The new body will embrace the high-level skills, qualifications and experience necessary to meet the needs of employees,’ he added.
The body would fall under the AMEC umbrella and seek to standardise practice and offer courses.
PROs from agencies that specialise in PRE would form much of the membership, said Westaby.
The IPR’s Chris Genasi, who chairs the organisation’s Evaluation task force, said he believed a separate body was ‘unnecessary’.
‘There is already a plethora of professional bodies in the PR industry providing training in this important area,’ he added. ‘It begs the question: do we need another?’