PR pros gather in Lisbon to talk measurement

During the Third European Summit on Measurement last week, representatives from 33 countries charted a course for the future of public relations research, metrics, and evalution.

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Measurement professionals, PR agencies, and clients from 33 countries met in Lisbon to determine the future of PR research, measurement, and evaluation. Dr. David Rockland, partner and manager director of Ketchum’s Global Research Network, led the discussion.

The result was the Measurement Agenda 2020, which is billed as a “series of action steps to build upon the outcome of the Measurement Summit one year ago in Barcelona, where a similar international group of delegates created the Barcelona Principles of Measurement.”

“In Barcelona, we created immutable principles about how you evaluate PR,” Rockland said. “Now, in Lisbon, we have set a course for the future and where this field needs to head in the next several years.”

To help determine the most important issues facing the industry, delegates voted from among 12 topics. The top-ranking ones were:

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