Gorkana Insight & Analysis Team
PR professionals are urged to plan measurement at the start of their campaigns as AMEC releases new Guide to Measurement at ICCO conference
PR professionals should ensure measurement is planned and built into their PR programmes before they launch and not wait until campaigns have ended, urges AMEC in its updated document The PR Professional's Definitive Guide to Measurement, produced in conjunction with the ICCO (International Communications Consultancy Organisation) and the PRCA (Public Relations Consultants Association).
Jeremy Thompson (pictured), chairman of AMEC and MD, Cision EMEA, who launched the guide at the ICCO conference, writes in the new document with Frances Ingham, PRCA director general and ICCO chief executive: "We want to get PR professionals to realise one unanswerable fact that - they have to build measurement at the start of their PR programme as part of the planning process. Don't wait until your PR campaign is over to think about measurement. By then the train will have left the station, your opportunity will have been lost."
The guide features contributions from Michael Frohlich, UK CEO / EMEA COO, Ogilvy Public Relations, David Gallagher, senior partner and CEO, Ketchum Europe and President ICCO, Andy West, group chief development officer, Hotwire Communications, and more.
Publishing the guide is an example of AMEC's collaborative approach within the PR industry, Thompson added. The ICCO and PRCA helped AMEC with an industry wide consultation process which developed the Barcelona Principles 2.0 launched in Measurement Month last month.
The PR Professional's Definitive Guide to Measurement can be downloaded at http://prguidetomeasurement.org/.