Barcelona Principles: A New Yard Stick for Measuring PR or Same O’, Same O’? You be the judge.

Barcelona Principles

A New Yard Stick for Measuring PR

or Same O’, Same O’?

You be the judge.

Clients want and deserve to know if the public relations strategy they paid for is effective. Did your campaign drive desired change, raise critical awareness, or reframe the conversation on a particular issue? Measuring public relations was the focus of the 2010 international PR summit in Barcelona, Spain. This gathering of PR practioners from around the world produced a new declaration of standards and practices to guide the evaluation PR. Check out the “Barcelona Principles” and let us know if you see any innovations in how to measure PR:

1. Goal setting and measurement are fundamental aspects of any PR program.
2. Media measurement requires quantity and quality – cuttings in themselves are not enough.
3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.
4. Social media can and should be measured.
5. Measuring outcomes is preferred to measuring media results.
6. Business results can and should be measured where possible.
7. Transparency and Replicability are paramount to sound measurement.

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