AMEC and the PRCA announce new evaluation initiative

London, 20 July 2010 - The PRCA and AMEC today announced a joint initiative to drive up PR evaluation standards. Building on the Barcelona Principles announced last month, the initiative will give clear, practical and easy to understand guidance that is flexible yet enables meaningful and robust measurement of the impact of PR and communications.

The joint PRCA-AMEC work will provide a suite of measurement techniques that are suitable for every organisation's budget, from DIY evaluation to the most sophisticated techniques available on the commercial market. Crucially, it will be focussed on providing practical tools for PR and evaluation practitioners, rather than on theoretical ideas.

Barry Leggetter, executive director of AMEC, said “The Principles were a big step forward at last month's summit in Barcelona. This is another big step. PR has talked about the need for effective evaluation for a long time but invested neither time nor money. As the international body responsible for standards and best practice in measurement and evaluation, it is AMEC's role to provide the foundations for this welcome initiative and to ensure that the frameworks are there for robust analysis.”

Francis Ingham, PRCA chief executive added, "Collectively, we have missed the mark on evaluation. By talking for so long about theories and abstract notions, we have managed to make evaluation an incredible turn-off. In fact, evaluation should be an incredibly exciting issue -because it is the means by which we prove the value of our whole, dynamic industry.

"This joint work will do just that. By providing a suite of easy-to-use evaluation tools, we will give the industry the practical tools it needs, and provide it with the professional leadership it has been screaming out for. In contrast with what has gone before, we do not intend this to be a stand-alone, publish and forget publication. We will work together to embed it within the work of our respective members, so that it changes behaviour rather than just provides a one-off headline."

- ENDS -

About the PRCA
Who we are: Founded in 1969, the PRCA is the professional body that represents UK PR consultancies, in-house communications teams and PR freelancers.  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 197 agency members from around the world including the majority of the top 100 UK consultancies. Having launched in-house membership last year it also represents over 30 in-house teams including many of Europe's leading corporations and UK public sector organisations.

About AMEC
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.

For further information contact:

PRCA - Richard Ellis, Communications Director: +44 20 7465 7233 / +44 7779 102 578 or richard.ellis@prca.org.uk
AMEC - Barry Leggetter, Executive Director: +44 1268 412414 / +44 7748 677504 or barryleggetter@amecorg.com

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