International media evaluators took the first step towards setting
common minimum industry standards last weekend.
Representatives of top evaluation companies and PR professionals from
the UK, United States, France, Finland, Denmark, Italy and Germany
gathered at the first ICO/GPRA workshop on international evaluation in
Frankfurt on 22 to 24 November to discuss the common interests of
international evaluators and public relations practitioners.
An international task force - including members of the recently-formed
UK Association of Media Evaluation Companies (AMEC) - is working on a
white paper on the future of international media evaluation, the
contents of which will be made public when the ICO and IPRA boards meet
at the time of the IPRA Public Relations World Congress in Helsinki on
16 to 18 June 1997.
Other commitments to come out of the conference include the production
of the first ever guide to setting measurable objectives including a
standard consultancy briefing format Peter Hehir, president of ICO -
which represents 500 consultancies across Europe - said: ‘Research into
industry awards entries shows that very few have real, common measurable
communications objectives. Clients set unrealistic aims which
consultants don’t challenge properly either because they daren’t or
don’t know better.
‘If we could develop real understanding of objectives, this industry
could double in size in five years. We have urged the media evaluation
consultancies to get their act together and give us products that at
least share a common language.’