Amec plans media evaluation start-up without IPR

The Association of Media Evaluation Companies (Amec) is to create a body for evaluation, planning and research specialists.

The move is a snub to the IPR, which had asked Amec chair Mark Westaby to set up his group as an IPR special interest faction.

Amec will launch The Institute of Communication Planning, Research and Evaluation (ICPRE) in November with a mission to make PROs take it more seriously. It has commissioned a feasibility study over the body’s structure.

Expertise in all three areas is desperately lacking in the PR industry, according to Westaby: ‘If the PR industry wants to be taken seriously, it must accept that this is very important. Media evaluation companies are starting to work increasingly with marketing people, so it does not make sense for Amec to work with the IPR.’

Westaby predicted the move could affect the IPR’s drive to achieve Royal Charter status, a claim IPR president Anne Gregory strongly denied.

‘It is a shame Amec is setting this body up because it might dilute efforts in this area,’ said Gregory.

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