ImpactWatch Blog

The Second European Summit on Measurement finishes up today with one of its major goals accomplished. The Barcelona Declaration of Research Principles has been voted on and passed by 200 delegates and the leaders of five major international PR measurement and evaluation organizations  (The Global Alliance, IPR Measurement Commission, AMEC, PRSA and ICCO).

The principles of the declaration are:

1. Goal setting and measurement are fundamental aspects of any PR programmes.
2. Media measurement requires quantity and quality – cuttings in themselves are not enough.
3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.
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.

This is an international agreement to raise standards and to continue working towards reliable, valid and objective measurement of communications programs. Good stuff!

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This entry was posted on Friday, June 18th, 2010 at 1:43 pm and is filed under Media Measurement, PR. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.