First global standard of PR measurement
Yesterday, here at the AMEC summit, the first global standard of PR measurement, the “Barcelona Declaration of Research Principles” were adopted, as listed here:
Barcelona Declaration of Research Principles
1. Goal setting and measurement are fundamental aspects of any PR programmes.
2. Media measurement requires quantity and quality – clip cuts are generally meaningless.
3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity; they measure the cost of media space.
4. Social media can and should be measured.
5. Measuring outcomes is preferred to measuring media results.
6. Business results can and should be measured where possible.
7. Transparency and replicability are paramount to sound measurement.
Interesting to note that three of the principles mentions media measurement – reflecting the inbalance in the industry towards measuring media coverage. Hopeful ly this obsession with counting clips can be overcome and a move towards measuring outcomes is seen.