AMEC to update measurement framework, seeks industry input

Communications and public relations professionals are being invited to share their views as AMEC (International Association for the Measurement and Evaluation of Communication) undertakes a review of its industry framework.

AMEC is updating its Integrated Evaluation Framework, which provides guidance for practitioners on measuring and evaluating communications activity.

Richard Bagnall, board director at AMEC, said a rapidly changing media environment was a key driver behind the review. “The media, PR and communications sectors have evolved rapidly. Measurement, evaluation and insights have to keep up. If we want to demonstrate value in a more complex, AI-driven environment, our frameworks need to evolve too.

“The AMEC framework is now ten years old. It has achieved so much in helping the industry improve its work. We want to ensure it remains relevant for the next decade and continues to be recognised as global best practice. This survey gives practitioners a direct voice in shaping that important piece of work.”

AMEC is encouraging professionals across the communications industry to contribute to the consultation via an online survey.

The survey can be accessed here: https://bit.ly/3PXLb3K