NEWS: One giant step for evaluation

International media evaluators took the first step towards setting common minimum industry standards last weekend.

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.’



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers