The Institute for Public Relations (IPR) and other industry bodies have announced a new coalition to create a broad platform of standards and best practices for public relations research, measurement and evaluation.
The initial partners include the Council of Public Relations Firms (CPRF), the Global Alliance for Public Relations and Communication Management, the International Association for Measurement and Evaluation of Communication (AMEC) and the Public Relations Society of America (PRSA).
Dr.David Geddes,the chairman of the IPR’s Measurement Commission, will chair the coalition.
Commenting on the move, Geddes, said:“We know that clients, both external and internal, are asking for industry practitioners to develop, recommend and apply best practices, common definitions and measurement standards. If we do not do this ourselves, be prepared for clients and their purchasing departments to do it for us.”
The standards platform aims to provide a master framework that can be applied across public relations activities including traditional media relations, corporate communications and social media.
The coalition will bring together the views of clients, agencies, research providers and thought leaders.
Amy Binder, CEO of RF|Binder, an IPR Trustee and a CPRF Board Member said: “Many organizations are working on pieces of this puzzle. The coalition seeks to bring all of that together to provide consistent measurement processes regardless of the topic or type of communication vehicle.”
The coalition will identify specific areas in need of standards and best practices and build working groups to develop recommendations and will follow work and procedures recommended by the International Standards Organization for developing consensus on voluntary industry-wide standards.