PR measurement beyond the Barcelona Principles

Need a refresher on the progress made in the field of PR measurement? Ketchum’s David Rockland, Ph.D., explains how meetings in Lisbon and Barcelona will affect the industry.

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It may have caused you to wonder: How come the measurement folks meet in cool places on the Iberian Peninsula, and we get stuck with conferences in Detroit, Orlando, and Philadelphia? Well, we welcome more people to the measurement tribe at any time. In fact, the 2012 version of the European Measurement Summit will be in Paris.

However, maybe measurement (or Paris) is not your thing, but you want to at least understand the state of play. Here is what you need to know:

First, in Barcelona last year, around 225 measurement people from more than 30 countries agreed to the Barcelona Principles at a conference organized by the International Association for the Measurement and Evaluation of Communication (AMEC). These seven principles are the foundation of good measurement.

The Public Relations Society of America played a big role in developing those Principles by bringing to the party much of the language and ideas from “The Business Case for Public Relations™.” In broad strokes, the Barcelona Principles say a few simple things:

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