To celebrate Barcelona as AMEC’s 10th Global Summit, the original partners to the Barcelona Principles measurement guidelines have joined together in a research exercise to look at measurement trends in the next decade.
The results of the research, “Through the Measurement Lens”, will be presented at the AMEC Global Summit on Measurement in Barcelona in June, by David Rockland, former Chairman of AMEC and Chairman of Ketchum Global Research & Analytics.

The organisations are: the Global Alliance; Public Relations Society of America (PRSA); ICCO; Institute for Public Relations (IPR); and AMEC, the International Association for Measurement and Evaluation of Communication.
Richard Bagnall, Chairman of AMEC, said the Global Summit was the 10th to be presented by AMEC.  He said: “It felt like the perfect opportunity to ask industry leaders to review the progress and achievements of the past 10 years.
“However, as part of our desire to stay relevant and set the agenda for the next 10 years, it is also a great opportunity to look closely at the challenges and trends that are ahead of us.”
At the Global Summit, four international leaders in measurement will each give their view of the future and take part in audience questions.
They are: Alex Aiken, Executive Director for Government Communications, HM UK Government; Paloma Escudero, Global Director of Communications, UNICEF; Abe Smith, ‎President, EMIA (Europe, Middle East, India, Africa) – ‎Cision and Richard Bagnall, Chairman, AMEC.
Danny Rogers, Editor-in-Chief, Haymarket Business Media, will moderate the session. Academics to share the latest thinking about measurement and evaluation of public relations practice.
The Summit will be held in Barcelona from 13-14 June.