Action steps revealed from Lisbon measurement summit

Following last week's third annual measurement summit in Lisbon, the top four measurement priorities have been revealed to help practitioners shape the future of PR research.

Following last week's third annual European Summit on Measurement in Lisbon, the top four measurement priorities have been revealed to help agency and corporate practitioners shape the future of PR research.

Nearly 200 global PR practitioners, corporate executives, vendors, and worldwide industry organizations from 30 countries came together at the conference last week to discuss the best techniques for measuring the value of PR, including sales and corporate reputation.

Delegates created the "Measurement Agenda, 2020," which will be used to implement the Barcelona Principles that debuted at last year's conference.

The following issues were ranked according to the percentage of respondents supporting them:

  1. Measuring the return on investment (ROI) of public relations (89%);
  2. Creating and adopting global standards for social media measurement (83%);
  3. Making measurement of PR campaigns and programs an intrinsic part of the PR toolkit (73%); and 
  4. Instituting a client education program such that clients insist on measurement of outputs, outcomes, and business results from PR programs (61%).

The principles are being backed by summit organizers; the International Associations for Measurement and Evaluation of Communications (AMEC), and the Institute for Public Relations.

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