PRCA launches Measurement Champions to recognise excellence in evaluation

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The PRCA has launched a new kitemark of measurement and evaluation excellence: Measurement Champions.

Measurement Champions is a new campaign aimed at recognising excellence in PR and communications evaluation methods.

The campaign will feature an online register of consultancies and in-house teams that the PRCA consider to be leaders in measurement. The organisations will also be able to use the ‘PRCA Approved Measurement Champion’ kitemark on their website and any other promotional literature.

In order to be deemed a PRCA Measurement Champion, consultancies and in-house teams must not use AVEs in any of their measurement activities. They must also subscribe to the guidance outlined by AMEC in the Integrated Evaluation Framework that was launched last June.

The Framework “operationalises” and shows how to implement Barcelona Principles 2.0 and links organisational objectives to communications objectives, to outputs, outtakes, outcomes and organisational impact. The Framework allows an integrated approach to measurement across all of the P.E.S.O. channels utilised by today’s professional communicators.

In order to be included on the PRCA Measurement Champions register, PR and communications consultancies and in-house teams may contact to confirm that they fulfil the criteria.

Measurement Champions launches with four ‘Launch Champions’: Government Communication Service, Golin, Lewis UK and Smoking Gun PR. To check out the list of Measurement Champions, click here.

Francis Ingham MPRCA, Director General, PRCA, said: “We are utterly committed to providing a positive, supportive, and inclusive way of promoting great measurement -and doing so step-by-step with our long-term partners AMEC.

“We also know that naming and praising those who meet the highest standards is the right approach. And that the alternative one of naming and shaming those who are still on that journey towards excellence is the wrong one.  The PRCA Measurement Champions campaign celebrates those of us who think beyond AVEs, and who are committed to the principles of the Barcelona Principles and AMEC’s Integrated Evaluation Framework.”

Barry Leggetter, CEO of AMEC, said AMEC welcomed the PRCA initiative.

He said: “AMEC is delighted that its Integrated Evaluation Framework has rapidly become the global industry standard for best practice measurement and evaluation. We are thrilled at the full support that the PRCA initiative is providing.”

Richard Bagnall, Chair of AMEC added: “AMEC’s Integrated Evaluation Framework is acknowledged as best practice by trade associations, PR agencies, in-house practitioners, educators and academics all across the world.  The positive approach to measurement taken by the PRCA fits perfectly with AMEC’s current ‘Say No to AVEs’ campaign.  It sends out a powerful message that credible and meaningful evaluation matters and that spurious metrics have no place in our profession.”


About the PRCA

Who we are: Founded in 1969, the Public Relations and Communications Association (PRCA) is a UK-based PR and communications membership body, operating in 55 countries around the world. We represent in excess of 20,000 people across the whole range of the PR and communications industry. The PRCA promotes all aspects of public relations and communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do: The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference: All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry's behalf e.g. fighting the NLA's digital licence.