PRCA, ICCO and AMEC launch group for testing the Integrated Evaluation Framework

/in /by

The PRCA, ICCO and AMEC are setting up a global working group to provide feedback on AMEC’s Integrated Evaluation Framework which was launched at the London AMEC summit on 16 June.

Together the three organisations will implement controlled testing of the new framework by providing valuable user stories and practical testing.

Francis Ingham, PRCA Director General & ICCO Chief Executive, said: “The PRCA and ICCO are utterly committed to supporting the new framework from AMEC, which represents a huge step forward in PR measurement education and best practice. As part of that commitment, we will engage our global network of PR professionals in the process of getting under its skin and applying its guidance to real life experience.”

Richard Bagnall (pictured), CEO of Prime Research UK and leader of the AMEC group which developed the Framework, added: “The new framework details a comprehensive best-practice approach to planning and evaluation for today’s PR professional. It emphasises the importance of linking organisational objectives to communication objectives, and measuring not just in terms of media outputs but organisational outcomes and impact too.”

Related Posts
How to communicate about PR measurement
PR remains an obscure discipline from an outsider’s point of view. Therefore, it goes without saying that its measurement probably baffles more people than we think, including [...]
Insights
Opinion: Why PRs must accept responsibility for ethical practice
Opinion: Why PRs must accept responsibility for ethical practice
Francis Ingham, PRCA director general and CEO of ICCO, outlines why the two organisations have made September PR ethics month and what communicators must do to ensure ethical [...]
News Analysis
We must save the internet from the EU’s copyright plan
Opinion: We must save the internet from the EU’s copyright plan
PR professionals must act now to save the internet from the EU’s copyright directive, says Nicholas Dunn-McAfee, the PRCA’s head of public affairs, policy and [...]
News Analysis
Abe Smith: Tarot cards, crystal balls and the democratisation of analysis
On stage in Barcelona, surrounded by hundreds of the most attuned PR professionals globally, it hit me – right then, right there. As I said the words “a PR evolution is [...]
Company News
Gorkana’s Cannes Lions 2016 round-up Datcom hires Shooting Star