The Decoder

When it comes to PR measurement, the only thing that’s currently clear is the lack of standardization. However, it seems that PR is taking a step forward in determining standards and methods as a whole.

Most recently, Weber Shandwick  announced its endorsement of the “Barcelona Principles” for effective public relations measurement.  The seven fundamental principles were formally published last week after being adopted in mid-June by 200 delegates from 33 countries at the 2nd annual European Summit on Measurement.  The Institute for PR, the Association for Measurement and Evaluation of Communications (AMEC), the Public Relations Society of America (PRSA), the International Communications Consultancy Organization (ICCO), and the Global Alliance all support the common standards.

The seven fundamental principles include:

· Importance of Goal Setting and Measurement

· Measuring the Effect on Outcomes is Preferred to Measuring Outputs

· The Effect on Business Results Can and Should Be Measured Where Possible

· Media Measurement Requires Quantity and Quality

· Advertising Value Equivalency (AVE) is not the Value of Public Relations

· Social Media Can and Should be Measured

· Transparency and Replicability are Paramount to Sound Measurement

So if there still isn’t standardized measurement, what does this all mean? It’s all open to interpretation, but at the moment it seems to be a step in the right direction.  Now it’s about further defining each principle and assigning designated actions and practices.