# Action Aid's media work receives an AMEC Award

- Link: https://fundraising.co.uk/2004/11/11/action-aid039s-media-work-receives-amec-award/
- Published: 2004-11-11T00:00:00+00:00
- Author: Howard Lake

International development agency Action Aid’s work with media evaluation specialist
Romeike has been recognised with a bronze award at the Association of Media Evaluation
Companies (AMEC) Communication Effectiveness Awards 2004.

The award, for Best Use of Media Evaluation in the not-for-profit sector, recognised
Romeike’s work that has involved producing quarterly reports tracking quantitative
and qualitative measures of ActionAid’s media reputation.

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Over the past two years, Romeike has helped Action Aid by provoding qualitative 
insight and commentary on the development of the Action Aid brand and the performance
of the charity’s spokespeople. It has also suggested ways in which to improve key
message penetration.

Jane Moyo, head of media relations, said: “Our work with Romeike has helped develop
the way we report to management and impacted positively upon the perception of the
media team within the organisation. We can now measure and manage our communications
output more effectively, ensure core brand messages are reflected in every campaign
and establish a unique brand within an extremely competitive environment.”

Edward Bird, Romeike’s Value Added Services Director, said: “In the not-for-profit
sector a charity’s brand profile is crucial to raising funds and support. Rigorous
analysis of media reputation delivers intelligence charities can use to effectively
manage their profile, demonstrate a return for sponsors or supporters and build 
their communications strategy.”