AMEC Steps Up to Tackle Mis/Disinformation with ICCO’s Media Information and Education Pledge

London, 06 May 2025 - The International Association for the Measurement and Evaluation of Communication (AMEC) is the latest organisation to sign the Media Information and Education Pledge, launched by the International Communications Consultancy Organisation (ICCO). AMEC joins the founding supporters of the pledge, including the Council of Europe, the European Association of Communication Directors (EACD), Global Women in PR (GWPR), the European Public Relations Education and Research Association (EUPRERA) and The Trust Project, an international consortium of news organisations promoting standards of transparency in journalism.

Launched in June 2023 in Strasbourg, the Media Information and Education Pledge stands as a critical initiative in today’s rapidly evolving information landscape. As misinformation continues to grow, particularly amplified by the unchecked use of artificial intelligence and the rise of social media echo chambers, the pledge serves as a timely call to action. In 2025, with heightened global focus on transparency, accountability, and responsible communication, this pledge will be more relevant than ever.

"AMEC proudly endorses the ICCO Misinformation and Disinformation Pledge. The growing prevalence of manipulated narratives and algorithmic echo chambers makes data and insights-driven evaluation more vital than ever. The evaluation of misinformation requires ethical measurement practices to detect its spread and understand how bias grows and public opinions become influenced either by design or unintentionally. Organisations and brands need to maintain responsible communication while performing thorough assessments of their message impact and integrity. The current environment demands that reputation exists as a delicate asset. Any communicator must now develop the core competency of detecting misinformation and responding to it before countering it. AMEC joins ICCO in its mission to promote worldwide collaboration and ethical standards and transparency for communication that serves public interests and builds societal trust." states Johna Burke, CEO and Global Managing Director of AMEC.

“Our coalition is delighted to welcome AMEC to the Media information and Education Pledge. I am sure AMEC will add value to this collaborative effort aimed at tackling mis/disinformation by committing to shared solutions and prevention methods, as well as educating our own companies and employees, in addition to the wider public.” said Massimo Moriconi, Global VP of ICCO and Chair of the Mis/disinformation Group.

The pledge emphasises the shared responsibility of organisations across PR & communications, media, journalism, institutions, tech platforms, and fact-checking bodies to combat mis/disinformation. It calls for a commitment to collaborative solutions, preventative measures, and the education of both employees and the wider public. The next phase will focus on aligning more organisations and companies, sharing educational resources, and strengthening the global support network to hold each other accountable.

About AMEC:

The International Association for the Measurement and Evaluation of Communication (AMEC) is the global professional body for communications measurement and evaluation. With over 1,000 members across 80 countries, AMEC is dedicated to setting the global standard for measurement practices in public relations and corporate communications, empowering organisations to make data-driven decisions in their communication efforts.

About ICCO:

The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises 41 associations representing 82 countries across the globe: from Europe, Africa, Asia, the Middle East, the Americas, and Australasia. Collectively, these associations represent over 3,000 PR firms. For complete information on our organisation and the benefits of membership iccopr.com