International Association for Measurement and Evaluation of Communication

The International Association for Measurement and Evaluation of Communication (also known as AMEC) is a UK-based global trade association for companies who provide social media measurement and traditional media measurement, evaluation and communication research.

The International Association for Measurement and Evaluation of Communication
Trade association
IndustryPR evaluation
Founded1996
HeadquartersLondon, W1
United Kingdom
Websitewww.amecorg.com

History

AMEC was founded in London in 1996 with just seven members. Since then it has grown into a global trade association that aims to define and develop the media evaluation measurement industry worldwide.

AMEC has pledged to find an alternative to the current industry standard[1] for measuring communications success, Advertising Value Equivalent.[2] In 2010 it issued the Barcelona Declaration of Research Principles, a set of seven voluntary guidelines established by the public relations (PR) industry to measure the efficacy of PR campaigns

In February 2012, according to the Institute for Public Relations (IPR), AMEC is part of a new coalition to drive standards for PR research and measurement, along with the Council of Public Relations Firms (CPRF), the Public Relations Society of America (PRSA) and other partners.[3]

Functions

AMEC provides a forum for information, knowledge sharing and best practice in all matters related to research and evaluation of media coverage and related communication issues.

The association has developed the AMEC Quality Assurance Code to help standardise the media evaluation industry.

AMEC hosts an annual awards ceremony[4] to celebrate and recognise the role that media measurement and evaluation has within the PR industry.

Structure

It is based on York Street, between Gloucester Place and Baker Street (both part of the A41), in Marylebone in the north-west of central London.

Members

AMEC currently has members in Argentina, Australia, Belgium, Bosnia-Herzegovina, Brazil, Bulgaria, Canada, China, Croatia, France, Germany, Hungary, Iceland, Ireland, Italy, Japan, Macedonia, Malaysia, Norway, Portugal, Romania, Russia, Scandinavia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, The Netherlands, Turkey, United Arab Emirates, the UK and the US.

Prominent member companies include: Cision, Durrants, Gorkana, Echo Research, Kantar Media, Media Measurement, ISentia, Metrica and Precise.

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References
  1. AMEC to announce results of AVEs and social media measurement review at upcoming conference
  2. AVE defined(AVE)
  3. Bulldog Reporter. "Institute for Public Relations Announces Broad Coalition to Drive Standards for PR Research and Measurement: Group, Which Includes Council of PR Firms and PRSA, Seeks To Establish Best Practices." Feb 28, 2012. Retrieved Jan 10, 2013.
  4. "Measured success at the AMEC awards". Archived from the original on 2010-11-21. Retrieved 2010-11-18.
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