Grayling is taking part in a new initiative to raise the standard of measurement and evaluation throughout the PR world. 

The Association for the Measurement and Evaluation of Communication (AMEC) has launched ‘Common Ground’, intended to further the adoption of measurement and evaluation best practice throughout the PR agency sector.

Grayling’s global head of strategic services, Jon Meakin sits on AMEC’s international board and is spearheading the campaign. “Agency people are naturally competitive, but when it comes to measurement and evaluation, there is more that unites us than divides us,” he says. “The idea behind ‘Common Ground’ is to identify those areas, and enable agencies to learn from each other, in a non-competitive environment, for the betterment of our whole profession.”

Common Ground will be a programme of events, webinars and content, addressing such issues as: How to move away from outdated models and metrics, and embrace impact-focused measurement; how to ensure budget is ringfenced for measurement and evaluation; and how to measure effectively for clients on a shoestring budget.

For further information, contact jon.meakin@grayling.com or visit the AMEC website.