Through mentoring, AMEC is working to shift the communications industry towards greater accountability and focus on better planning and measurement of commercial outcomes.

AMEC, the international association for the measurement and evaluation of communication, is launching its mentoring programme to increase knowledge and improve best practice standards of measurement within the communications industry.

The programme will pair senior decision makers and future leaders within PR and marketing, with one of an expert panel of mentors, who will be available to support mentees and their organisations. Mentors will be senior industry leaders from both agency and in-house firms. They will offer mentees expert guidance in key areas, including Google analytics, e-commerce tracking and data visualisation.

Over the course of three months, mentors will have three or four meetings with mentees to give advice and guidance to achieve objectives, help with networking and signpost training and key resources. Mentees will also benefit from the AMEC support offered to professionals through training, webinars and other resources.

James Crawford, AMEC leader of the mentoring programme, and managing director of PR Agency One says, “Through encouraging collaboration between individuals and organisation, we hope to see more people understanding the value of and implementing better measurement and accountability offerings, until it is completely standard across the whole industry.”

Mentoring applications are open to senior PR decision makers with the first cohort of mentees beginning their three-month programme this month.