AMEC has pledged to a series of commitments from the International Summit in Stockholm, to “make measurement mainstream”, including a global PR and education campaign that already two major PR groups have said they will support.
Already Stuart Smith, Global CEO of Ogilvy PR and David Gallagher, Senior Partner and CEO, Europe, for Ketchum, have said their firms will support the global PR campaign.
The phrase, “making measurement mainstream” was used by Alex Aiken, Executive Director of Communications for the UK Government, in his own presentation to 250 delegates earlier in the Summit.
- To develop and launch a new measurement framework to reflect the reality of integrated communications.
- To invest in a global PR and education campaign to reaffirm our support for the Barcelona Principles and the new “integrated (communications) measurement framework and educate the market about the importance of measurement.
- To work harder with all AMEC members internationally and with our partner PR association members, clients, and academics, throughout the world to make measurement mainstream.
Jeremy Thompson, CEO of Gorkana Group and Chairman of AMEC led a major debate on measurement metrics on the closing day of the Stockholm Summit.
He said: “We come back from Stockholm with a clear mandate from delegates from around the world to push the measurement agenda, to our members and partners.”
Chris Foster, Partner at Booz Allen Hamilton and Vice Chairman of AMEC, called on AMEC’s International Chapters in Asia Pacific, Europe and North America and AMEC members including PR members and PR trade bodies around the world to join in the next stage development steps.
He said: We are committed to running a global PR and education programme on the use of new measurement metrics and to reaffirm our commitment to the Barcelona Principles.”