The International Association for Measurement and Evaluation in Communication (AMEC) Summit held its annual meeting last week in Stockholm. The theme of the conference was, ‘Winning the Game’ with speaker presentations, panels, debates, discussions, questions, and ideas on “making measurement mainstream” (a phrase used by Alex Aiken, Executive Director of Communications for the UK Government).

I represented IPR at the Summit and was part of a panel discussing how the standards guiding PR measurement, also known as the Barcelona Principles, fit into what we are doing and what needs to be done to strengthen its impact. Although AMEC led the Barcelona Principles initiative at its Summit in Barcelona in 2010, AMEC is only one of a number of signatories, which include IPR, PRSA, ICCO, among others.


The second day of panel discussions and breakout group discussions led to a live vote by the delegates on key commitments AMEC should pledge to this year, including both a global PR and education campaign. This year, AMEC commits:

  • To develop and launch a new measurement framework to reflect the reality of integrated communications and the new era of the modern day PR firm.
  • To invest in a global PR and education campaign to reaffirm the support for the Barcelona Principles framework and educate the market about the importance of measurement.
  • To work harder with all AMEC members internationally and with partner PR association members throughout the world to make measurement mainstream.

AMEC’s International Summit will be held next year in London on 15/16 June. The photos from the 2015 AMEC International Summit in Stockholm are available here and the program can be found here.

Sarab Kochhar, Ph.D., is the Director of Research for the Institute for Public Relations.

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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