AMEC

International Association for Measurement and Evaluation of Communication

The global trade body dedicated to advancing the measurement and evaluation of communications, public relations, and media performance. Established in 1996, AMEC represents a worldwide network of PR measurement professionals, analytics firms, research organizations, media intelligence companies, and communication consultancies spanning over 80 countries.

AMEC is best known for establishing global standards and frameworks that enable organizations to understand the effectiveness and business impact of their communications efforts. It plays a vital role in shifting the industry away from outdated metrics, such as advertising value equivalency (AVE), and toward more meaningful, data-driven evaluation practices that align with organizational objectives.

One of AMEC’s most influential contributions is the Barcelona Principles, introduced initially in 2010 and subsequently updated in 2015 and 2020. These principles provide a foundational framework for best practices in communications measurement, emphasizing outcomes over outputs, the importance of qualitative and quantitative data, and the value of integrating measurement across paid, earned, shared, and owned media (PESO).

AMEC also provides educational resources, accreditation programs, and a widely adopted Integrated Evaluation Framework (IEF) that guides practitioners through setting measurable objectives, selecting metrics, and demonstrating ROI. Through global initiatives such as Measurement Month, AMEC promotes dialogue, training, and thought leadership on effective measurement strategies.

By championing transparency, accountability, and continuous learning, AMEC serves as a catalyst for elevating the role of communications in driving strategic business results.

• Abbreviation: AMEC