New international research shows that as PR firms move to adopt a new integrated model they are also recognising the importance of measurement and analytics more than ever before.

It is one of a number of key trends in new International Business Insights research published today (9th June, 2014) by the International Association for Measurement and Evaluation of Communication (AMEC), based on a survey of AMEC members.

The findings come ahead of AMEC’s International Summit on Measurement in Amsterdam (11/12^th June), attended by 240 delegates from 36 countries.

More than seven in ten AMEC members (72%) agree that PR consultancies are increasingly recognising the importance of measurement and analytics.

David Rockland, a Ketchum Partner and Chairman of AMEC, said: “We have been working hard with PR firms and PR member organisations, and most importantly our clients, over a number of years to elevate the importance of measurement in modern communications and marketing practices.

“As various disciplines are increasingly integrating to deliver optimum value to the client, it remains critical to be able to not only demonstrate results of each discipline, but how they work together to drive business performance.

“We are encouraged by the results of this survey that shows significant growth in the use of measurement by agencies and their clients.  The findings suggest that there is now wider spread recognition of the importance of measurement in not only being accountable and relevant, but also of the use of measurement as a predictive tool and one from which compelling insights can be drawn. We are making progress.”

Phil Lynch, Research Director for Kantar media and Chairman of AMEC’s Business Development Committee, said: “What is good to see coming through is the recognition that clients recognise the value of using measurement and analytics to demonstrate communications effectiveness to the C-suite and senior management.”

He added: “The results prove that AMEC’s commitment to education is having a measurable impact on the raising of measurement standards. Our next challenge is to help corporate clients implement new strategies for proving the business benefits of communication.”

The study showed industry growth of 9% in 2013, building on 12% growth in 2012, with the strongest growth in mid-sized firms (€751K-€2m revenue). Healthcare and energy sectors are forecast to offer the strongest growth potential in 2014. More than two thirds of AMEC firms (71%) said their company’s total revenue increased in 2013

The new insights study from AMEC also shows that explosive client-led growth in measuring social media is behind overall international industry growth with 81% of members reporting increased demand.

There was strong support for AMEC’s work in education, with 87% saying that that AMEC has a critical role to play in educating the marketplace about the importance of measurement as part of its Global Education Programme.