Impact. Just how in the world does one quantify this difficult to define yardstick of consequence? How does one gauge a message's effect? Precis might be precisely the answer. Precis is one of the leading Media Analysis and Evaluation systems. And, during the last twelve years Fergus has completed its development. Since 1991, he has worked with all the major PR consultants in the UK and many large corporations on a wide variety of projects with Precis, ranging from product launches to complex pan-European and US-based Issue Management assignments. Fergus has an Honours degree in Social Psychology and international Marketing experience that spans over 20 years, focusing in Business-to-Business expertise. He's also a founder and past Chairman of AMEC, the Association of Media Evaluation Companies.