AMEC launches GEO Principles to bring rigour to AI-led communications measurement

1 hour ago 5

Article content

James Crawford, managing director of PR Agency One and AMEC Board Director, said:

Article content

“Anyone working in PR or communication will know how quickly clients and boards have started asking how GEO and LLM outputs should be measured. There is excellent innovation taking place, but there are also uneven standards, overclaiming, vanity metrics and methodologies that are not always transparent enough.

Article content

“AMEC has a responsibility to bring discipline to that conversation. These principles give the industry a more rigorous way of looking at AI-led discovery: one that recognises its importance, but also its limits. The most useful measurement will come from triangulating evidence: the reputation signals that feed the information environment, whether organisations are technically and editorially discoverable, and what AI systems then present to users.”

Article content

Johna Burke, CEO and Global Managing Director of AMEC, said:

Article content

“As AI increasingly shapes what people see, trust and act upon, the communication industry must hold itself to higher levels of transparency, evidence and accountability.

Article content

“The AMEC GEO Principles were built through global collaboration across agencies, practitioners, academics, technology leaders and AMEC’s international community because no single organisation, platform or perspective can fully define or measure AI-driven discovery alone.

Article content

“This initiative reflects the collective expertise, scrutiny and commitment of professionals across regions who understand that rigorous, transparent and ethical evaluation is essential to maintaining trust in the AI era.”

Article content

For more information contact James Crawford on +44 7793 441686 or [email protected]

Article content

About AMEC

Article content

AMEC is the International Association for the Measurement and Evaluation of Communication. Established in 1996, it is the global professional body for media evaluation and communications measurement, with members across agencies, in-house teams, research providers, technology companies and media intelligence businesses in more than 80 countries. AMEC is known for developing global standards and resources including the Barcelona Principles, the Integrated Evaluation Framework and the Data Quality Initiative.

Article content

About the AMEC Academic Advisory Group

Article content

AMEC’s Academic Advisory Group provides academic input and expert guidance to support AMEC’s work in advancing standards in communications measurement and evaluation. The group includes internationally recognised scholars and practitioners from universities and research organisations across Australia, the UK, Germany, the US, Italy, Switzerland and Norway, with expertise spanning public communication, corporate communication, public relations research, evaluation, reputation, social media, internal communication and communication management.

Article content

Members include Distinguished Professor Jim Macnamara, University of Technology Sydney; Professor Anne Gregory, University of Huddersfield; Professor Ansgar Zerfass, University of Leipzig; Professor Don Stacks, University of Miami; Dr Tina McCorkindale, Institute for Public Relations; Associate Professor Stefania

Article content