PRCA embeds evaluation into industry standard

Lisbon, Thursday 9 June 2011 - The PRCA today took a major step forward in establishing global standards of evaluation as it unveiled a joint PRCA-AMEC international evaluation initiative.

Speaking at the AMEC Conference in Lisbon, ICCO President and past PRCA Chairman Richard Houghton announced that the new evaluation module would be built around the internationally-recognised Consultancy Management Standard (CMS). Created jointly by AMEC and the PRCA, the new international evaluation module will be available in the 15 countries that offer CMS.

The development of the module reflects the PR industry's desire to embed more practical and relevant evaluation methods than AVE into conversations about evaluation and ensure that measurement is tied back to organisational objectives. The module will ensure that:

o the PR Agency or in-house communication team has measurement process in place with all clients/ relevant colleagues
o programme measurement is integral to the organisation's PR and comms work
o there is wide spread understanding of the methodologies behind the measurement
o measurement and evaluation feed into the strategic decision making process
o staff buy-in to the organisation's commitment to measurement

Launching the new Measurement Module, Richard Houghton, President of ICCO, said “The PR consultancy sector needs put its money where its mouth is and ensure that all programmes are evaluated,  The introduction of the CMS module and the associated training - both of which will be rolled out internationally through ICCO - gives consultancies a standard framework in which to deliver programme evaluation and answer the old age question - “How can we tell if we achieved our objectives?”

Francis Ingham, Chief Executive of the PRCA, said: "By using our internationally-recognised CMS, we can create a global standard of PR evaluation. Anyone can stand up at a conference and protest how their heart belongs to evaluation - but the consistent failure to translate such speeches into action is why we are in this mess today. That is why we have decided to work with AMEC and turn decades of fine words into action. This is a totemic moment for our industry."

Marcus Goult, Managing Director of Precise, said: “PR measurement and evaluation is the key tool for the PR and Communications teams to demonstrate a return on investment on PR activity. It is an essential lever for validating existing budgets and building cases for further investment.”

Barry Leggetter, Chairman of AMEC added “We are delighted to support the PRCA measurement module. The PR and measurement industries have made great leaps over the last eighteen months agreeing common evaluation standards. This is another significant leap forward.”

Notes to Editors

Media enquiries - Please contact:
Reda Haq, Digital/Communications Executive at the PRCA - reda.haq@prca.org.uk / 020 7233 6026

Richard Houghton, ICCO President - richard@aspectconsulting.eu / +44 (0) 207 438 9443

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 twenty-eight countries across the globe: from Europe, Africa, Asia, the Americas and Australia. Collectively, these associations represent close to 1,500 PR firms.

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 more than 230 agency members from around the world including the majority of the top 100 UK consultancies. We also represent around 60 in-house communications teams from multinationals, UK charities and leading UK public sector organisations 

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