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.