In mid-June, the Second European Summit on Measurement will be held in Barcelona. The Summit is jointly organized by the International Association for Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations. The highlight of the conference will be a debate to “articulate and agree on standard metrics and measurement techniques…” according to a press release issued last week.
David Rockland, head of research for Ketchum, will lead the session. Mr. Rockland has a lofty vision and high hopes for the debate, “We regard this as the industry’s ‘Commitment Conference’. This is a very powerful moment in time in the history of public relations. Until now, public relations has been undervalued due to its inability to measure itself. The goal of this summit is to establish consistency in order to increase credibility.”
The three-day conference is expected to be attended by about 150 people, including many measurement thought leaders. It should be interesting to see what comes out of this event. Will it serve as a wake-up call to the industry? Time will tell. I’ll post some thoughts once the summit concludes.
Keeping it real…and transparent
- I am a member of the Institute for Public Relations, Commission on Public Relations Measurement & Evaluation
- My agency, Fleishman Hillard, has agreed to join AMEC (pending paperwork)
- Ketchum is a sister Omnicom agency