It’s been two decades since the PR industry first introduced the Barcelona Principles, and every five years since, the International Association for Measurement and Evaluation of Communication (AMEC) refines them to reflect a changing landscape. (Why they are called the “Barcelona” Principles? It is simply because they were first adopted at a measurement summit held in the lovely city of Barcelona, Spain.)
With the launch of Barcelona Principles 4.0, AMEC delivers the most actionable and forward-thinking iteration yet—one that better aligns with the AMEC Integrated Evaluation Framework (IEF) and the ever-evolving world of PR. In the updated version, the Principles are color-coded to match the step of the framework where the principle applies, whether that is aligning objectives, planning or evaluating impact.
Richard Bagnall, a recognized leader in measurement who has been involved in the Barcelona Principles from the beginning, led this collaborative effort of measurement leaders to review, debate and thoughtfully update the Principles.
As one of the contributors to this latest version—and specifically as a member of the team that shaped Principle 3—I’m excited to share what’s new, what’s improved, and why it matters.
Why 4.0? Why Now?
The communications ecosystem has shifted dramatically since the last update in 2020. We’ve witnessed the rapid decline of traditional news outlets, the rise of platform-specific behaviors (hello, Discord and Substack), and now, the integration of generative AI into both content production and measurement. In this context, the Principles needed a refresh—not just in terminology, but in practical usability and alignment with real-world strategy.
This update isn’t a reinvention. It’s an evolution rooted in clarity, relevance and adaptability. The new order of the Principles mirrors the logical sequence of AMEC’s IEF, creating a more intuitive user journey. And the language throughout has been sharpened to reflect today’s technology-driven, stakeholder-centric world.
The Seven Principles—What’s Changed?
- “Setting clear, measurable objectives is a critical prerequisite for effective communication planning, measurement and evaluation.”
What’s new: Objectives are now seen as dynamic—not static endpoints, and guideposts for iterative communication. Aligned with the framework, the first principle begins with an initial starting point for all measurement.
Why it matters: SMARTER goals keep teams agile and aligned with both organizational strategy and social context. - “Defining and understanding all stakeholder audiences are essential steps to plan, build relationships and create lasting impact.”
What’s new: Deepened emphasis on stakeholder engagement across polarized, fragmented audiences.
Why it matters: Building trusted relationships in 2025 requires constant listening, not one-way messaging.
- “Comprehensive communication measurement and evaluation should be applied to all relevant channels used to understand and influence audience stakeholders.”
(This is the principle I worked on, and it’s especially close to home.)
What's new: Over the last 15 years, I’ve helped brands measure what matters—developing research-backed metrics and bridging academic theory with practitioner insight. Principle 3 is the product of that ethos. It expands the idea of “relevant channels” beyond the old dichotomy of online vs. offline. With AI search, augmented reality and emerging platforms, that distinction no longer serves us.
The principle now focuses on where audiences actually get information and who they trust. That could mean Reddit, Substack, TikTok or an internal Slack channel. It also emphasizes the two-way nature of communication—we don’t just influence stakeholders, we listen to them.
Importantly, the team introduced the term “stakeholder audiences” to bridge the gap between academic and practitioner language. It captures both internal and external groups, emphasizing relationship-building over broadcasting.
Why it matters: Because measurement must encompass the full channel ecosystem to map real outcomes—awareness, behavior change, trust—not just impressions or vanity metrics. The principle even adds new examples like Discord, AI search outputs and newsletters to reflect this shift.
- “Effective measurement and evaluation of communication require qualitative and quantitative analysis.”
What’s new: Stronger mandate for mixed methods and human insight alongside AI tools.
Why it matters: Dashboards tell us what happened; qualitative insight tells us why. One of the first tips I often share about measurement is the importance of looking at quantity AND quality together. - “Invalid measures such as advertising value equivalents (AVEs) should not be used. Instead measure and evaluate the contribution of communication by its outcome and impact.”
What’s new: Not just what not to do, but what to do instead—with actionable alternatives.
Why it matters: AVEs are outdated and inaccurate. Business leaders demand credible, strategy-linked metrics. AMEC’s Taxonomy resource can help identify an outcome vs. an impact and provide methods of evaluation. For example, an impact could be a result, like quality of life or well-being. This could be measured with quality of life scales and well-being measures in a survey.
- “Measurement and evaluation should report outputs, outcomes and impact related to the organization and stakeholder audiences.”
What’s new: Clear delineation between stages of influence and deeper connection to stakeholder perception.
Why it matters: Organizations need a full picture—from activities to long-term societal impact. While PR pros always want to show outcomes, we also need to measure outputs to show the connection between the two. The best type of output takes it a step further with predictive metrics and serves as a bridge to desired outcomes.
- “Ethics, governance and transparency with data, methodologies and technology builds trust and drives learning.”
What’s new: Stronger emphasis on AI usage, data integrity and methodological transparency.
Why it matters: Measurement isn’t credible without ethical rigor. This principle ensures our practices are future-proof and stakeholder-safe.
The Barcelona Principles 4.0 mark a turning point—not just in how PR practitioners measure communications, but in how we define its value. In an era shaped by rapid tech shifts and rising stakeholder expectations, these Principles provide a grounded, ethical and adaptable framework. They challenge us to go beyond vanity metrics and build measurement strategies that drive real impact. For communicators ready to lead with insight, this is the moment to raise the bar.
Angela Dwyer is VP of Insights at Fullintel and serves as Director of the Institute for Public Relations Measurement Commission.