"These are encouraging figures from ICCO members that ‘measurement matters’. I was particularly interested to see the 60% figure of clients taking more interest in measurement now which backs up AMEC’s own research that clients are driving the PR member company interest in measurement."
Barry Leggetter, Executive Director, AMEC
Leggetter said efforts need to continue to show PR professionals that measurement was not as complex as they perhaps imagined to integrate measurement into their PR work.
"PR leaders increasingly recognise the importance of evaluation for the future of our industry. Crucially, they are practical rather than idealistic in how to make measurement an integral part of our work. It can't just be retrospective. It has to be intelligent, but also manageable. ICCO and AMEC will work tirelessly to ensure that those requirements are met."
Francis Ingham, ICCO Chief Executive
ICCO is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations in 29 countries across the globe in Europe, Africa, Asia, the Americas and Australasia. Collectively, these associations represent over 1,700 PR firms. Members of the board of national PR consultancy trade associations were surveyed online during November. Respondents based in 22 different countries participated.  Participating countries: Austria, Belgium, Brazil, Bulgaria, Croatia, France, Germany, Greece, India, Italy, Netherlands, Norway, Poland, Portugal, Russia, Slovakia, South Africa, Spain, Sweden, Turkey, UK, USA.