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October 01, 2010

PRSA Enters Strategic Partnership With AMEC

NEW YORK and LONDON (Oct. 1, 2010) — The Public Relations Society of America (PRSA) and the International Association for Measurement and Evaluation of Communication (AMEC) are entering into a strategic partnership intended to help accelerate the development of standardized approaches to public relations program measurement.
PRSA and AMEC will co-host conferences, meetings and other events to engage pre-eminent research professionals in the process of building upon the Barcelona Principles. The goal will be to lead the development of tangible metrics and approaches for public relations measurement and the achievement of broad industry consensus on them.
As their first initiative under the partnership, PRSA and AMEC are co-hosting a half-day conference titled, “PR Measurement Metrics – From Concept to Implementation Reality,” in London on Nov. 17. A one-hour free webinar sponsored by Thomas Reuters will feature a keynote presentation moderated by David B. Rockland, Ph.D., partner and CEO, Ketchum Pleon Change and Global Research, New York.
Developed at the second European Summit on Measurement in July, and the result of a successful collaboration between PRSA, AMEC, the Institute for Public Relations, the Global Alliance and the International Communications Consultancy, the Barcelona Principles are the industry’s first step toward the establishment of global standards for public relations measurement.
“Measurement and evaluation are critical elements of every public relations practitioner’s professional competencies and are central to PRSA’s industry advocacy campaign, ‘The Business Case for Public Relations™,’” said PRSA Chair and CEO Gary McCormick, APR, Fellow PRSA. “AMEC’s work is therefore vitally important to our members and the broader U.S. public relations industry, and we want AMEC to continue to expand and be successful.”
Barry Leggetter, executive director of AMEC, said, “Through this partnership, we hope to be able to continue to innovate and educate public relations professionals on the importance of communications research and measurement.”

The strategic partnership between PRSA and AMEC calls initially for a one-year relationship, with both parties holding the option to renew.
About the Public Relations Society of America (PRSA)
With more than 31,000 members, PRSA is the largest organization of public relations professionals and students. PRSA is comprised of 111 local Chapters organized into 10 geographic Districts; 16 Professional Interest Sections that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel tourism; and the Public Relations Student Society of America (PRSSA), which has more than 300 Chapters at colleges and universities in the United States and abroad. PRSA is headquartered in New York.
About AMEC
AMEC, the International Association for Measurement and Evaluation of Communication has grown to become a global trade body for agencies and practitioners who provide media evaluation and communication research. AMEC’s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals. AMEC has a membership base in 38 countries.
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