FRIDAY 8 DEC 2017 11:49 AM


Among the many challenges faced by communications and PR professionals, measurement is perhaps the most laboured over, the most discussed – and the most reported on. Guidelines are often hazy, with advice differing among institutions and practitioners at a senior level. And for those in the industry whose role includes, and hinges on, effective measurement, the work done by membership bodies to clarify the measurement process is universally welcomed.

A recent collaboration between the Public Relations and Communications Association (PRCA), the International Association for Measurement and Evaluation of Communication (AMEC) and the International Communications Consultancy Organisation (ICCO) aims to remedy this. Perhaps one of the most important additions to the current communications industry in 2017, the launch of a definitive guide to public relations is the fruit of three months’ development work.

The guide, entitled ‘the PR Professional’s Guide to Measurement,’ launched in October at the ICCO Global Summit in Helsinki. It is in its third edition since first being published in 2013. Francis Ingham, chief executive of the ICCO, says, “The international PR and communications industry faces two key challenges: ethical professionalism and evaluation. Both are at the heart of both the opportunities and the challenges that we face. This publication is yet another collaborative piece of work between ICCO, the PRCA and AMEC as we work together in this area.”

Ingham continues, “It’s not only interesting and innovative, but also highly practical. So, if you believe as we do that evaluation is vital, read this publication, use it, and indeed feel free to copy it. Imitation is, after all, still the sincerest form of flattery.”

Barry Leggetter, CEO of AMEC, says, “The PR Professional’s Guide to Measurement is an important collaboration with ICCO and the PRCA that puts the AMEC message of the importance of measurement and delivers it to the heart of the international PR community.”

“We know we are making real progress in educating PR professionals of the business benefits of using measurement. The new guide is an important part of that work and we hope AMEC members will find it helpful too,” says Leggetter.

The guide’s authors are senior PR experts and measurement experts, including Elise Mitchell, CEO, Mitchell Communications Group and CEO of Dentsu Aegis Public Relations Network, Jonathan Hughes, global CEO of GOLIN, Antoine Harary, global managing director of Edelman Intelligence, Alex Aiken, executive director for government communications, UK government (GCS), Richard Bagnall, chairman of AMEC, global strategy consultant, Prime Research, Khali Sakkas, managing director of insights at Isentia, and AMEC board director, Fritz Quinn, vice president of public affairs and communications in Asia for American Express, and Giles Peddy, senior vice president of EMEA operations and UK managing director at LEWIS.

Measurement is arguably still the biggest aspect of the PR industry yet to develop a universal taxonomy. As the strategic value of communications defines siloes and becomes recognised at the c-suite level, solutions are needed for the industry to demonstrate is continued worth. However, the collaboration between AMEC, the PRCA and the ICCO sets a benchmark from which all PR and comms professionals can learn.

The guide is available online here and can be accessed on all platforms including PC, tablet and smartphone.