Every industry has its jargon. The lexicon emerges to aid efficient communication, but that efficiency is only achieved when everyone knows what the words and phrases really mean, and uses them consistently.
Modern PR practice and social business are nascent, fast moving and increasingly business critical, and standards setting is important to realise value sooner than later.
The Association for the Measurement and Evaluation of Communication (AMEC) is pivotal to this effort, and I’m a special advisor. Ahead of the European Summit in Madrid this June, I’m particularly involved in proposing standards around the concept of influence, a topic very close to the approach Euler Partners takes to social business as you may well know.
Should you be interested in our machinations, or indeed in lending your voice, I’ve just posted a document to my personal blog detailing some of the fundamentals our working group is grappling with. We’d love to hear from you.
Now and then I’m asked how all the associations and institutes join together, so let me finish here by listing those bodies that work closely with AMEC to make up what’s informally known as The Conclave:
- The Chartered Institute of Public Relations
- The Institute for Public Relations
- The Public Relations Society of America
- The Council of PR Firms
- The Global Alliance for Public Relations
- The International Association of Business Communicators
- The Society for New Communications Research
- The Digital Analytics Association (previously the Web Analytics Association)
- The Word of Mouth Marketing Association
- The Advertising Research Foundation
- Federation Internationale des Bureauxs d’Extraits de Press
The Conclave’s #SMMstandards initiative also brings the following into the fold:
- The Media Rating Council
- The American Association of Advertising Agencies
- The Association of National Advertisers
- The Interactive Advertising Bureau
And the following “client organizations” are very much involved too:
- Southwest Airlines
- Thomson Reuters