The International Association for the Measurement and Evaluation of Communication (AMEC) has appointed Salience’s US Strategy Director Angie Jeffrey as one of the new Co-Chairs of its expanding North American Chapter, further peer recognition of Angie’s advocacy of measurement.

Johna Burke, Executive Vice President with BurrellesLuce, is the other newly-appointed Co-Chair.
Angie and Johna take up their volunteer positions with immediate effect and will work with other Chapter Members to develop plans for 2015.

Angie commented: “From its origins in 1996, AMEC has become ‘the’ premier measurement educator for PR professionals at every level throughout the world. Johna and I will continue to make education of the PR community a priority focus.

“To facilitate this, AMEC offers its accessible online AMEC College, the International Measurement Summit and Measurement Week among other easy-to-use resources and we will be making full of these to build on the already great progress made in education,” Angie added.

Can you describe the work and remit of AMEC’s North American Chapter?

The work and remit of AMEC’s North American Chapter will mirror those of AMEC as an international organization, and those of other AMEC Chapters around the world. AMEC, which is the International Association for Measurement and Evaluation of Communication, is the global trade body and professional institute for agencies and practitioners who provide media evaluation and communication research. It has developed into a global body in the last four years with more than 120 members in 41 countries worldwide, and Chapters in Europe and Asia Pacific in addition to North America. Its mission is to define and develop the industry on an international scale, resulting in new global standards for the benefit of the communications sector. AMEC’s work focuses on providing a forum for information, knowledge sharing and best practice, and provides a number of key business benefits to its members, who are bound by a Code of Practice to maintain the highest standards of professionalism.

What is your role as one of the newly-appointed Co-Chairs of the Chapter?

With my co-chair, Johna Burke, Executive Vice President of BurrellesLuce, my role will include strategic planning for the year’s events in North America, recruiting new members to the organization, organizing Chapter meetings and major events, initiating a new thought leadership piece driven by member thinking, writing and speaking on PR measurement including the Barcelona Principles, the AMEC Valid Metrics Framework and other emerging methodologies, and hopefully moving measurement education forward in a major way throughout the region.

A primary AMEC focus is on educating the Public Relations community. Can you outline your own plans in this area for 2015?

Johna and I are just now pulling our plans together, but suffice it to say we hope to execute AMEC education events in a number of US locations in 2015 (as opposed to being so New York focused), a strong attendance at the Annual Measurement Summit (this year in Stockholm in June), a blow-out event for Measurement Week in September of 2015 with another major PR association, a creative thought-leadership piece that combines the best thinking of Chapter members, and ongoing speaking/writing to encourage AMEC members and non-members to make use of the many AMEC educational resources on the website – including the highly professional AMEC College Courses with Certification.

Next year will be five years since the adoption of the Barcelona Principles. Looking back, what lessons has the media measurement industry learned?

I believe we’ve learned that the understanding and adoption of new measurement thinking takes a very long time to filter down through the industry, and while many organizations have found the Principles of great use, others have been less enthusiastic. I’d add the AMEC Valid Metrics Framework into this discussion. Some of the best thinkers within the PR measurement industry put together eight incredible templates of metrics to show practitioners how to move from measuring simple outputs through intermediary effects and to target audience effects. These have been received with great interest by practitioners, but much less actual use. I think we are learning that the need for simplicity in educational materials can’t be stressed enough. To AMEC’s immense credit, a new e-book on the Valid Metrics Framework for Social Media has been created that truly meets this need.

What major initiatives can we expect to see in the next five years?

I believe we’ll see AMEC Chapters in all major regions of the world, continued industry-leading measurement methods, simplification of all materials so everyone can easily learn to measure their work according to industry standards, strong leadership on the integration of media types (Paid, Owned, Earned, Shared), more events, and the recognition that AMEC is the premiere measurement education organization in the world.