First global standard of proving value of PR created at European Summit on Measurement

The 'Barcelona Declaration of Research Principles', the first global standard of PR measurement, has been created at the second European Summit on Measurement.

European Summit on Measurement: Barcelona
European Summit on Measurement: Barcelona

The leaders of five global professional measurement and evaluation bodies, and 150 delegates from the world's top measurement companies and PR agencies have agreed on seven key 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.

The leader of the session David Rockland, CEO of Ketchum Pleon Change, said: ‘I am very pleased on behalf of the industry that we made a huge step forward in professionalising PR.'

The principles will now be tweaked until a final version is published in mid July. It is the first step towards creating a worldwide agreement on how the impact of PR can be measured.

The three-day conference has been organised by the Association for the Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations.

The five key bodies are The Global Alliance, IPR Measurement Commission, AMEC, PRSA and ICCO.

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