The PRCA and the International Association for Measurement and Evaluation of Communication (AMEC) have launched the first audit to enable members to certify their expertise in PR and communications measurement.
The optional module which now forms part of the PRCA’s internationally recognised Communications Management Standard (CMS) will audit PR and communications consultancies and in-house teams for the measurement of their work.
The module has been launched at the AMEC International Summit, the leading global event for communication measurement.
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.
The PRCA and ICCO endorse AMEC’s Integrated Evalution Framework, and its ‘Valid Metrics’ approach for the measurement of PR programmes. The PRCA and ICCO also endorse AMEC’s ‘Barcelona Principles’ for the measurement and evaluation of PR.
To qualify for the CMS certification in measurement, members should score 40 points in this element. There is an additional cost to take part in this module.