Measurements Tenets to Live By: The Barcelona Principles


Perhaps the biggest news in PR measurement in 2010 was the creation of seven basic guidelines to help PR pros deal with the often daunting task of measurement. Announced last year at the European Summit on Measurement, the Barcelona Principles are a guide to help formulate specific measurement strategies, says Pauline Draper-Watts, former IPR Measurement Commission chairperson. “Organizations will look at measurement differently, but these basic principles can serve as a framework for everyone,” says Draper-Watts. The Principles are:

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes Is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. AVEs Are Not the Value of Public Relations

6. Social Media Can and Should Be Measured

7. Transparency and Replicability Are Paramount to Sound Measurement

For more information on the principles, go to www.instituteforpr.org.

[Editor’s Note: Don't miss the PR News Measurement Conference on March 1 in Washington D.C.] Normal 0 false false false MicrosoftInternetExplorer4 /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;}

See complete premium PR News article.


Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.