ICCO, PRCA and AMEC launch first global measurement audit at International Summit

The International Communications Consultancy Organisation (ICCO), the Public Relations Consultants Association (PRCA) UK and the International Association for Measurement and Evaluation of Communication (AMEC) are together launching the first international audit to enable members to certify their expertise in PR measurement.

The optional module which now forms part of the PRCA’s internationally recognised Communications Management Standard (CMS) will audit PR consultancies and in-house teams for the measurement of their work. It is the first international measurement standard.

The module is being launched at the AMEC International Summit in Amsterdam, the leading global event for communication measurement, on 11th June 2014.

ICCO Chief Executive and PRCA Director General Francis Ingham said: “Effective measurement is fundamental to best practice in PR. That’s why we are launching this module, to provide a framework around which agencies and in-house teams can grow and develop their skills in this all-important area. We are very pleased to be launching this module with AMEC, the leading authority on measurement in communications.”

AMEC Executive Director Barry Leggetter said: “It is a pleasure to launch this measurement audit with the PRCA and ICCO at the AMEC International Summit. Our aim is to give the industry just the guidance it needs to improve the way it measures its work.”

CMS is the mark of communications professionalism worldwide. Independently audited on a regular basis by Redfin Management LLP, CMS is the accepted kitemark of PR excellence and professionalism. It combines elements of ISO9001 and Investors in People with criteria specific to the PR world. CMS has been adopted internationally through the ICCO network. ICCO is also currently working on creating an online version of the audit which will be available to all its members internationally.

During the audit, a consultancy or in-house team must prove to the assessors that it has the systems in place to ensure the effective planning and measurement of all programme work in the organisation; that its staff understand the organisation’s commitment to programme measurement; and that clients and colleagues are made aware of this programme approach.

To qualify for the CMS certification in measurement, members should score 40 points in this element.

The PRCA and ICCO endorse AMEC’s ‘Valid Metrics’ approach for the measurement of PR programmes, which was formally adopted by the PRCA at the London Measurement Conference in November 2010. The PRCA and ICCO also endorse AMEC’s ‘Barcelona Principles’ for the measurement and evaluation of PR.

Last year, the PRCA, ICCO and AMEC launched the PR Professionals Definitive Guide to Measurement, which can be found here.


About ICCO

ICCO is the voice of public relations consultancies around the world. The ICCO membership comp rises national trade associations in 29 countries across the globe in Europe, Africa, Asia, the Americas and Australasia. Collectively, thesis associations representing over 1,700 PR firms. ICCO is a proud sponsor of the Young PR Lions competition at the Cannes Lions International Festival of Creativity.

About AMEC

AMEC is the International Association for Measurement and Evaluation of Communication, the global trade body and professional institute for agencies and practitioners who provide media evaluation and communication research. AMEC currently has more than 120 members in 41 countries worldwide.

For further information contact:

Barry Leggetter

Executive Director, AMEC

Email: barryleggetter@amecorg.com

Tel: 44 1268 412414