Francis Ingham MPRCA, Director General, PRCA, said: "It is vital that the PR industry has an established metrics framework to abide by. In ensuring that everyone is on the same page, we can continue to provide the best possible information, advice, and structure to industry professionals.

"The logical process this follows is what attracted both the PRCA and ICCO. In putting both of our names behind this, and with AMEC involving us in the final testing process, the very best can come of it. This is a major step forward for the UK and indeed the global PR business."

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