AMEC, ICCO and PRCA launch new version of guide to PR measurement

AMEC, the International Association for Measurement and Evaluation of Communication, the International Communications Consultancy Organisation (ICCO), and the PRCA,  the UK Public Relations Consultants Association, have today launched a new version of their web-based guide to public relations measurement.

The new-look guide, entitled ‘The PR Professionals Guide to Measurement’ was launched today at the ICCO Summit in Milan.

The simple, easy to use and navigate guide is available online at, which can be easily accessed on all platforms, including PC, tablet and smartphone.

Eight of the original 12 chapters have been replaced or refreshed by AMEC, ICCO and PRCA members, featuring case studies and best practice on PR measurement, top tips and latest thinking.

The guide’s authors include brand leaders, senior PR experts, and measurement experts such as ICCO President and Ketchum Europe CEO David Gallagher; Carma CEO Mazen Nahawi; Michael Frohlich, UK CEO / EAME COO, Ogilvy Public Relations and Ketchum Partner and CEO of Ketchum Global Research & Analytics, David Rockland.

Jeremy Thompson, Managing Director, Cision EMEA and Chairman of AMEC, said: “We are delighted to again partner with ICCO and PRCA in this comprehensive update of the PR Professionals Guide to Measurement.

“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.”

PRCA Director General and ICCO Chief Executive Francis Ingham MPRCA said: “I am very happy to be launching this, the second edition of the PR guide to measurement. Coming soon after the launch of the Barcelona Principles 2.0, this guide places ICCO, the PRCA and our members alongside AMEC as key players in the effort to improve standards in evaluation across the PR industry.

Earlier this morning, ICCO launched the World PR Report in conjunction with The Holmes Report. The research that surveyed nearly 500 PR agency principals found the gap between the Americas and Europe narrowing. Last year, North American agencies were considerably more optimistic than those in Western Europe (8.46 compared to 7.28 on a scale of one to 10) but this year optimism levels were more similar (7.89 for North America, 7.44 for Western Europe).

Global optimism levels declined just a little from last year’s survey, with agency principals averaging a 7.62 when asked whether they were optimistic about the future of public relations in their market (compared to 7.69 last year and 7.50 in 2013) and a 7.52 (down from 7.6) when asked whether they expected profits to increase this year.

Notes to editors
The PR Professionals Guide to Measurement is available at

About AMEC
, the International Association for Measurement and Evaluation of Communication has grown to become a global trade body for agencies and practitioners who provide media evaluation and communication research. AMEC’s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. AMEC has a membership base in over 40 countries.

About ICCO
The International Communications Consultancy Organisation (ICCO)
 is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations in 32 countries across the globe in Europe, Africa, Asia, the Americas and Australia. Collectively, these associations represent some 2,500 PR firms.

About the PRCA
Who we are: Founded in 1969, the PRCA is the largest PR association in Europe, representing 18,000 people in agencies, in-house communications teams, and individuals. The PRCA promotes all aspects of public relations and internal communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do: The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference: All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry’s behalf e.g. fighting the NLA’s digital licence.

Who we represent: The PRCA represents many of the major consultancies in the UK, and currently has more than 350 agency members from around the world, including the majority of the top 150 UK consultancies. We also represent over 250 in-house communications teams from multinationals, UK charities and leading UK public sector organisations.

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