Key Principles for PR Measurement Taking Hold

 The Barcelona Principles, which were adopted in 2010 by several PR industry groups, are comprised of seven precepts that serve as the foundation of how the industry should measure communications. The Principles have for the first time created alignment across the communications profession of what’s good and what’s bad in PR measurement, and the steps PR players need to take to enhance their ROI.In recent weeks I’ve seen some encouraging signs that the Principles are being adopted in greater numbers. First, I had the chance to be a judge for Public Relations Society of America’s Silver Anvil awards, and was glad to see that not a single entry I reviewed included the dreaded practice of equating the value of earned media with the cost of advertising (AVEs).And while guest lecturing in a graduate communications course at NYU I asked the students how many had ever heard of the Principles; more than half the students raised their hands.

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