NEW YORK—Weber Shandwick has become the first major agency to endorse the "Barcelona Principles" for effective public relations measurement. The seven fundamental principles were formally 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, the Public Relations Society of America, the International Communications Consultancy Organization and the Global Alliance all support the standards.
"For years, clients and agencies have been searching for common ground on PR measurement," says Tim Marklein, executive vice president of measurement and strategy for Weber Shandwick, and member of the Institute for PR's Measurement Commission. "We fully endorse the Barcelona Principles and have already started working with clients around the world to embrace the underlying standards in their measurement programs.
“By focusing the industry on smart objectives, defined business outcomes and valid methodologies, the Barcelona Principles represent a watershed agreement that should propel public relations forward with more consistent and meaningful metrics."
The 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.
Weber Shandwick says it will embed the principles in its measurement, planning and analytics work via the agency's global measurement and strategy practice.