AMEC is embarking on a major strategic initiative to develop the AMEC Measurement Accreditation Standard awarded to member firms which meet basic standards of communications research and measurement and are accredited by AMEC.

It is a big step forward we are planning to develop as a Board initiative at the 1st Asia Pacific Summit on Measurement in Hong Kong on 29th February/1st March and subsequently at the European Summit in Dublin from 13th-15th June.

AMEC Director David Rockland, who will moderate the Summit Debate on what we are calling the AMEC Measurement Standards, both in Hong Kong and in Dublin,  said: “Our aim is to agree at the Hong Kong conference new benchmarks to demonstrate that a company meets basic standards of communications research and measurement.”

He described the work as “the crucial missing link in showing the value and credibility of communications.” Rockland said that it would build on AMEC’s work on the Barcelona Principles framework.

Barry Leggetter, executive director of AMEC, said: “This is most probably our most significant new initiative by AMEC in 2012. It meets the fundamental need of the public relations community, to agree on standards of measurement when assessing the impact of a public relations campaign. It could have a profound impact on the communications industry.”

Leggetter said research into communications trends including the importance of measurement and evaluation would be carried out in Asia and later in Europe, by AMEC member, Booz, Allen, Hamilton, a global consulting firm based in Washington, D.C., USA, The research results will be presented by Chris Foster, Principal, Strategy & Organization, Booz Allen Hamilton, as part of the Summit Debate at the Hong Kong Summit.