PRCA endorses AMEC evaluation principles

PRESS RELEASE

The PRCA today endorsed fully the 'Barcelona Declaration of Research Principles', created at the second AMEC European Summit on Measurement.

The seven principles are:
1. Goal setting and measurement are fundamental aspects of any PR programmes.
2. Media measurement requires quantity and quality - clip cuts are generally meaningless.
3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity; they measure the cost of media space.
4. Social media can and should be measured.
5. Measuring outcomes is preferred to measuring media results.
6. Business results can and should be measured where possible.
7. Transparency and replicability are paramount to sound measurement.

Speaking at the AMEC summit on behalf of ICCO and the PRCA, Richard Houghton said: "For too long, we have failed to rise to AMEC's challenge of putting evaluation at the heart of our industry.

"For close on a decade, we have committed ourselves to cracking the conundrum that we face -that everybody agrees rigorous evaluation is vital for our industry to fulfill its potential, but that few are willing to pay for it. This Barcelona summit will, hopefully, be seen as a turning point.

"These principles will be the building blocks that allow us to tailor evaluation techniques to each individual market - enabling us to reflect the undeniable fact that PR markets around the world are at different stages of maturity."

Francis Ingham, PRCA chief executive added "If PR is to establish itself at the boardroom table we need to be demonstrating the contribution that we make to organisations in language that resonates with the FD and the chief executive. Evaluation aligned to organisational performance and strategy, rather than vanity, will catapult our profession to the next level."

- ENDS -

Richard Houghton is President of ICCO and Immediate Past Chairman of the PRCA.

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 31 in-house teams including many of Europe's leading corporations and UK public sector organisations.

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