MUMBAI: The International Association for Measurement and Evaluation of Communication (AMEC), has announced plans to hold Measurement Week in September to fill the gap between understanding the value of PR measurement and doing something about it!
David Rockland, a Ketchum Partner and Chairman of AMEC, said: “The “how” of PR measurement has long been solidified. What is lacking, however, is the widespread adoption of these techniques which in turn devalues PR as a business discipline.”
“AMEC’s Measurement Week is being established to help fill that gap. This could be the most exciting initiative from AMEC since we founded the Barcelona Principles framework. Our aim is to get not only AMEC members but the communications and marketing industries behind it.”
“Already the PRCAI, CIPR, ICCO and PRCA have pledged their support for Measurement Week. AMEC hopes other member trade bodies throughout the world will also sign up.”
Sharif Rangnekar, President, Public Relations Consultants Association of India (PRCAI), said: “This is significant. It brings to the fore the industry's continuing focus to showcase the positive and result- orientation that PR as an industry has when it comes to both creating campaigns and seeing them through. We at PRCAI are firmly behind this initiative of AMEC.”
Francis Ingham, PRCA Director General and ICCO Chief Executive, said: “This is a brilliant idea and we are very proud to support Measurement Week. The success of the PR Guide to Measurement, which the PRCA and ICCO launched with AMEC, proves that measurement is firmly on the agenda for PR practitioners.”
As part of Measurement Week (15-19th September), AMEC members throughout the world will hold a series of events in their countries with employees, clients and press to create better understanding around the latest thinking in measurement and analytics.
Measurement Week will be led by AMEC’s three International Chapters in North America, Asia Pacific and Europe, representing AMEC members in over 40 countries. AMEC also hopes to gain the support of PR member trade associations internationally.
Barry Leggetter, CEO of AMEC, said the three AMEC International Chapters were already planning activities in their regions for September.
Already, leading international management consultancy, Booz Allen Hamilton, an AMEC member, has pledged its support.
Key elements of Measurement Week will be:
· Series of country events organised by AMEC members with their staff and clients
· Webinar series organised by Booz Allen Hamilton
· Opportunities for internal communications activities within AMEC member companies
· Launch new research toprovide new information on measurement trends for workshops and seminars with AMEC partner organisations
· Social media outreach using the hashtag #amecatwork
As part of its Global Education Programme, AMEC will launch an International Speakers Bureau later this month with a commitment to make communications research leaders available to speak at top conferences. It will also run a regular webinar series.