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International association for the measurement and evaluation of communication
AMEC’s “Say No” to AVEs campaign, launched at the Global Summit in Bangkok this year, has a number of key elements.
All existing AMEC members are being formally asked not to provide AVEs to clients as the only form of metric in line with AMEC official policy.
THE MEMBER COMMITMENT
AMEC’s AVEs policy, which is being sent to all members worldwide, requires all members to commit that they will:
AMEC and media measurement firms who are AMEC members
AMEC has asked members who supply a media monitoring service as well as measurement and insights to take specific action and remove AVE as a default metric in their monitoring platforms.
We understand this can demand a significant IT commitment which will need to be carefully planned and implemented. AMEC therefore is realistic about the time that this can take and we are not asking members to turn it off overnight, but instead to commit to doing it and getting the process implemented as quickly as possible.
AMEC will continue with its mission to educate PR and communications professionals about measurement best practice, working closely with public relations and communications trade bodies and professionals internationally. We continue to believe that credible and meaningful measurement of PR value tied to objectives and business results will help our clients plan and manage their campaigns better and prove the value of their work effectively.
AMEC’s “Say No to AVEs” campaign, launched in May, 2017, has been well received by members and the communications industry. See the full “Say No” resources here.
AMEC will not accept any new members who cannot agree to this policy.
AMEC provides an online resource centre to help members and their clients which includes its new free to use AMEC Integrated Evaluation Framework.
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