As the 2019 AMEC Summit, focusing on measuring the value of communications, finishes, DIARY has looked at this year's theme of data: analytics, algorithms and augmentation and has summarised The Barcelona Principles.  

The Barcelona Principles are a set of seven principles that have provided the first overarching framework for effective Public Relations and Communication Measurement.

They have been developed and supported by AMEC, the Global Alliance, the Institute for Public Relations, The International Communications Consultancy Organization, the Public Relations Consultants Association and the Public Relations Society of America.

They are Intended to demonstrate proof of performance and set a guide on how to foster continuous improvement with a particular focus upon:

Transparency. Reliability. Consistency.

They are set to outline the details for the need of:

• Goal setting
• Need for outcomes
• Exclusion of ad value equivalency metrics
• The validity of quantitative and qualitative measurements
• Value of social media
• A holistic approach to measurement and evaluation

PRINCIPLE 1: Goal Setting and Measurement are Fundamental to Communication and Public Relations

Measurement and evaluation against defined goals and SMART (specific, measurable, attainable, relevant and time-bound) objectives.

Goals can be quantitative or qualitative yet should address the target audience, how the communication program is intended to affect, how much of a change represents success and when the results should be achieved.

PRINCIPLE 2: Measuring Communication Outcomes is Recommended Versus Only Measuring Outputs

Outcomes include shifts in awareness, comprehension, attitude, behavior, and advocacy related to purchasing, donations, brand equity, corporate reputation, employee engagement, public policy, investment decisions, and other shifts in stakeholder regarding a company, NGO, government or other types of organization.

Practices for measurement should be quantitative and qualitative and should be tailored to the objectives of the communication program.

PRINCIPLE 3: The Effect on Organizational Performance Can and Should Be Measured Where Possible  

Practitioners need to understand the value and implications of integrated marketing and communication models for an accurate evaluation of each channel, including PR.

Survey research can be used to isolate the change in purchasing, purchase preference, engagement, recommendation or attitude shift resulting from exposure to communication initiatives versus other channels.

PRINCIPLE 4: Measurement and Evaluation Require Both Qualitative and Quantitative Methods

The company's evaluation should account for impressions among the stakeholder or target audience, the quality of the media coverage including, but not limited to tone, credibility and relevance of the medium to the stakeholder or audience. The assumption should never be made that the results of a communications, or public relations campaign or program, are always positive or successful when evaluating the message delivery, inclusions of third parties or company spokesperson.

PRINCIPLE 5: AVEs are Not the Value of Communication

Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity, they measure the cost of media space or time and are rejected as a concept to value communication, media content, earned media, public relations, etc.

PRINCIPLE 6: Social Media Can and Should be Measured Consistently with Other Media Channels

Organizations need clearly defined goals and outcomes for social media. Media content analysis should be supplemented by web and search analytics, sales, and CRM data, survey data and other methods. Measurement must focus on engagement, “conversation” and “communities” not just “coverage” or vanity metrics such as “likes”.

PRINCIPLE 7: Measurement and Evaluation Should be Transparent, Consistent and Valid

All measurement should use valid methods and be reliable and replicable in the case of quantitative methods, and trustworthy in the case of qualitative methods. The concepts of integrity, honesty, openness, and ethics are critical to this Principle. These include, but are not limited to, MEDIA MEASUREMENT: a source of content and criteria used for collection and analysis methodology. PRIMARY RESEARCH: methodology, questions, statistical methodology and the identification of any potential biasing effects in the research.