Username or Email Address
Lost your password?
International association for the measurement and evaluation of communication
AMEC, the International Association for the Measurement and Evaluation of Communication (AMEC), is inviting the support of public relations and communications organisations to join a global initiative to eradicate fully the use of Advertising Value Equivalency (AVE) and all of its derivatives as metrics in public relations work.
AMEC is inviting support in a number of practical steps which form part of a long-term industry education project.
PRCA and ICCO became the first industry partners to join AMEC’s ‘s educational programme.
We will be working with AMEC to raise awareness and understanding of the importance of effective valuation methods
Francis Ingham, PRCA Director General & Chief Executive – International Communications Consultancy Organisation (ICCO), said: “Evaluation is at the heart of our industry’s future.
“But embedding meaningful evaluation methods in PR practice requires encouragement, praise, and education -not naming and shaming those who haven’t yet reached the high standards set by others. We are proud to be AMEC’s first partners in their education programme, and look forward to working together over the coming years to drive our industry forward.”
AMEC has already made improvements to its free to use Integrated Evaluation Framework to make it an easier to use replacement for AVEs. AMEC is now working to create a global online educational resource centre to show why the metric is invalid
Richard Bagnall, AMEC Chairman, said AMEC’s Global Summit on Measurement, held for the first time in Asia in May had ignited the need to take decisive action to eradicate AVEs.
Bagnall, Global Strategy Consultant with Prime Research UK, said: “It’s time AVEs stopped being a talking point in our industry. The way forward is to work with other friends and partners in the worldwide public relations industry to eradicate this derided metric.”
Bagnall said new industry research showed the client demand for AVEs had dropped from 80% in 2010 to just 18% this year. He added: “Now is the time to kill it off completely once and for all.”
He said: AMEC’s new and updated Integrated Evaluation Framework offered a new way for campaigns to be planned carefully and measured effectively.
“The Framework makes sense of the complexities of working across the PESO channels and shows how to shift the emphasis of evaluation from counting outputs to proving value via the critical outtakes, outcomes and organisational impact of our work,” added Bagnall.
The AMEC Framework is interactive allowing users to be guided through the process while also saving their work as they go and is already available in 15 languages including Chinese. The Framework is a free resource and hosted online at www.amecorg.com/amecframework .
Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.
These cookies are strictly necessary to provide you with services available through our website and to use some of its features.
We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.
We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.
Google Webfont Settings:
Google Map Settings:
Google reCaptcha Settings:
Vimeo and Youtube video embeds: