In 2010, PR Researchers met consensus: The Barcelona Principles

For years researchers have debated how to evaluate and measure PR. In summer of last year, PR researchers finally decided on a set of 7 principles that they believe is the right way to measure PR known as The Barcelona Principles.

1. Importance of Goal Setting and Measurement : Goals should be a fundamental aspect that answer who, what, when and why.

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs: Outcomes may include attitude and behavior related to the product/purchase, donations, brand equity, corporate reputation, investment decisions and shifts in awareness.

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

4. Media Measurement Requires Quantity and Quality: Quality should also be measured such as impressions and attitudes of the audience and media coverage.

5.  AVEs are Not the Value of Public Relations:Advertising Value Equivalents measure the cost of media space and are a concept of PR, but they don’t measure the value of PR.

6. Social Media Can and Should Be Measured

7. Transparency and Replicability are paramount to Sound Measurement: PR should be measured in a manner that is replicable and specifying media measurement and surveys.

One thought on “In 2010, PR Researchers met consensus: The Barcelona Principles

  1. This is a really neat post. I never knew there was any kind of principles to measure PR. Measuring the quality of impressions and attitudes of the audience and media coverage makes a lot of sense! I wonder why they call it barcelona principles though.

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