The Coalition for PR Research Standards — the group composed of the Institute for Public Relations (IPR), Council of PR Firms, the Public Relations Society of America, the International Association for Measurement and Evaluation of Communication (AMEC), and the Global Alliance for PR and Communication Management — has released two papers that offer recommendations for metrics and ethics for the PR industry. Both papers are part of the Coalition’s ongoing work towards a set of industry standards, and both are open for comment on the IPR website.
The “Proposed Interim Standards for Metrics in Traditional Media Analysis” offers suggestions for how to deal with basic traditional media monitoring and analysis issues, like tone and impressions. Note, for the 500th time, “advertising value equivalency (AVEs) should not be used as a measure of media.”
And the “Ethical Standards and Guidelines for Public Relations Research and Measurement” outlines what it means to practice PR in an upstanding way. Basically, don’t be a horrible, self-serving liar. But do read the full list, which breaks it all down a lot more.
The AMEC European Measurement Summit is also taking place this week in Dublin where Tim Marklein, practice leader of technology & analytics at W2O Group is making a presentation. You can follow him on Twitter or follow the hashtag #amec2012 for updates.
This coalition was formed back in February. According to a document we received from the coalition chair, David Geddes, MD of Geddes Analytics, the group seeks to come up with a set of standards that the industry can adopt and put to use.
When the Coalition’s standards are released, will your firm use them?