SAMMA’s objective for 2014 is to educate the communication and public relations sector about alternatives to Advertising Value Equivalents (AVE) as a measurement tool. In 2010, the Association for the Measurement and Evaluation of Communication (AMEC), at its annual conference, compiled the Barcelona Declaration of Measurement Principles -, a new global guideline of the measurement of public relations activities. The Principles are supported by all AMEC member companies, and most public relations institutes around the world, including the South African Public Relations Institute (PRISA).

SAMMA will be hosting a series of workshops for the communication and public relations industry in South Africa, with support from AMEC, to promote the Barcelona Principles and start a debate about alternative use of measurements. Send us a note if you are interested in taking part in these workshops! SAMMA members will receive free access to these workshops, so even more reason to join us!