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Barcelona Declaration
       of Measurement Principles:
Revised for Public Comment, June 21, 2010
                   Global Alliance
                       ICCO
           Institute for Public Relations
        Public Relations Society of America
       AMEC U.S. & Agency Leaders Chapter
Why Are We Here? For the Common
            Good of Our Industry.
• The communications landscape is changing rapidly
• A lack of clear standards and approaches to PR measurement
  results in the profession not always being taken seriously; it
  doesn’t count unless you can count it
• AVEs, random use of multipliers, and other silly metrics and
  practices diminish the integrity of the profession and the market
  size
• As a profession, we spend more time arguing amongst ourselves
  rather than building the field
• We are at a moment in time to make difference, and alter the path
  we are on, taking advantage of the opportunity to “own” the new
  communications environment
Seven Principles
1. Importance of Goal Setting and Measurement
2. Media Measurement Requires Quantity and Quality
3. AVEs are not the Value of Public Relations
4. Social Media Can and Should be Measured
5. Measuring Outcomes is Preferred to Measuring
   Outputs
6. Business Results Can and Should Be Measured
   Where Possible
7. Transparency and Replicability are Paramount to
   Sound Measurement
Principle 1:Importance of Goal Setting
              and Measurement
• Goal-setting and measurement are fundamental
  aspects of any public relations program
• Goals should be as quantitative as possible and
  address who, what, when and how much the PR
  program is intended to affect
• Measurement should take a holistic approach,
  including representative traditional and social media;
  changes in awareness among key stakeholders,
  comprehension, attitude, and behavior as applicable;
  and business results
Principle 2: Media Measurement
            Requires Quantity and Quality
Overall clip counts and general impressions are usually meaningless.
Instead, media measurement, whether in traditional or online channels,
should account for:
• Impressions among the stakeholder or audience
• Quality of the media coverage including:

Tone
Credibility and Relevance of the Medium to the Stakeholder     or
  Audience
Message Delivery
Inclusion of a 3rd party or company spokesperson
Prominence as Relevant to the Medium
• Quality can be negative, positive, or neutral
Principle 3: AVEs are Not the Value
                  of Public Relations
• Advertising Value Equivalents (AVEs) do not measure the value of public
  relations and do not inform future activity; they measure the cost of
  media space and are rejected as a concept to value public relations
• Where a comparison has to be made between the cost of space from
  earned versus paid media, validated metrics (for example Weighted
  Media Cost, CPMs, etc.) should be used, stated for what they are, and
  reflect:
• Negotiated advertising rates relevant to the client
• Quality of the coverage (see Principle 2), including negative results
• Physical space of the coverage, and the portion of the coverage that is
  relevant
• Multipliers intended to reflect a greater WMC for earned versus paid
  media should never be applied unless proven to exist in the specific
  case
Principle 4: Social Media Can and
                    Should Be Measured
•   Social media measurement is a discipline, not a tool; but there is no
    “single metric”
•   Organizations need clearly defined goals and outcomes for social
    media
•   Media content analysis should be supplemented by web and search
    analytics, sales and CRM data, survey data and other methods
•   Evaluating quality and quantity is critical, just as it is with conventional
    media
•   Measurement must focus on “conversation” and “communities” not
    “coverage”
•   Understanding reach and influence is important, but existing sources
    are not accessible, transparent or consistent enough to be reliable;
    experimentation and testing are key to success
Principle 5: Measuring Outcomes is
           Preferred to Measuring Outputs
• Outcomes include shifts in awareness, comprehension, attitude and
  behavior related to purchase, donations, brand equity, corporate
  reputation, employee engagement, public policy, investment decisions,
  and other shifts in target audiences regarding a company, NGO,
  government or entity, as well as the audience’s own beliefs and
  behaviors
• Practices for measuring outcomes should be tailored to the business
  objectives of the PR activities. Quantitative measures such as
  benchmark and tracking surveys, are often preferable. However,
  qualitative methods can be better suited or used to supplement
  quantitative measures
• Standard best practices in survey research including sample design,
  question wording and order, and statistical analysis should be applied in
  total transparency
Principle 6: Business Results Can and
        Should Be Measured Where Possible
• To measure business results from consumer or brand marketing,
  models that determine the effects of the quantity and quality of
  PR outputs on sales or other business metrics, while accounting
  for other variables, are a preferred choice. Related points are:
   Clients are creating demand for market mix models to evaluate
      the impact of consumer marketing
   The PR industry needs to understand the value and
      implications of market mix models for accurate evaluation of
      consumer marketing PR, in contrast to other measurement
      approaches
   The PR industry needs to develop PR measures that can
      provide reliable input into market mix models
   Survey research can also be used to isolate the change in
      purchasing, purchase preference or attitude shift resulting from
      exposure to PR initiatives
Principle 7: Transparency and
        Replicability are Paramount to Sound
                     Measurement
PR measurement should be done in a manner that is transparent
 and replicable for all steps in the process, including specifying:

Media Measurement:
• Quantitative – source of the content: print, broadcast, internet,
  consumer generated media along with criteria used for collection
• Qualitative – human or automated, tone, reach to target, content

Surveys:
• Methodology –sampling frame and size, margin of error, probability
  or non-probability
• Questions – all should be released as asked (wording and order)
• Statistical methodology- how specific metrics are calculated
Next Steps:

1. Comments to barryleggetter@amecorg.com and
   david.rockland@ketchum.com by July 15
2. The five authoring organizations to review all
   comments
3. Final Principles to be published around July 22

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Barcelona summit declaration slides update. revised with delegate comments for consultation. 21.06.10

  • 1. Barcelona Declaration of Measurement Principles: Revised for Public Comment, June 21, 2010 Global Alliance ICCO Institute for Public Relations Public Relations Society of America AMEC U.S. & Agency Leaders Chapter
  • 2. Why Are We Here? For the Common Good of Our Industry. • The communications landscape is changing rapidly • A lack of clear standards and approaches to PR measurement results in the profession not always being taken seriously; it doesn’t count unless you can count it • AVEs, random use of multipliers, and other silly metrics and practices diminish the integrity of the profession and the market size • As a profession, we spend more time arguing amongst ourselves rather than building the field • We are at a moment in time to make difference, and alter the path we are on, taking advantage of the opportunity to “own” the new communications environment
  • 3. Seven Principles 1. Importance of Goal Setting and Measurement 2. Media Measurement Requires Quantity and Quality 3. AVEs are not the Value of Public Relations 4. Social Media Can and Should be Measured 5. Measuring Outcomes is Preferred to Measuring Outputs 6. Business Results Can and Should Be Measured Where Possible 7. Transparency and Replicability are Paramount to Sound Measurement
  • 4. Principle 1:Importance of Goal Setting and Measurement • Goal-setting and measurement are fundamental aspects of any public relations program • Goals should be as quantitative as possible and address who, what, when and how much the PR program is intended to affect • Measurement should take a holistic approach, including representative traditional and social media; changes in awareness among key stakeholders, comprehension, attitude, and behavior as applicable; and business results
  • 5. Principle 2: Media Measurement Requires Quantity and Quality Overall clip counts and general impressions are usually meaningless. Instead, media measurement, whether in traditional or online channels, should account for: • Impressions among the stakeholder or audience • Quality of the media coverage including: Tone Credibility and Relevance of the Medium to the Stakeholder or Audience Message Delivery Inclusion of a 3rd party or company spokesperson Prominence as Relevant to the Medium • Quality can be negative, positive, or neutral
  • 6. Principle 3: AVEs are Not the Value of Public Relations • Advertising Value Equivalents (AVEs) do not measure the value of public relations and do not inform future activity; they measure the cost of media space and are rejected as a concept to value public relations • Where a comparison has to be made between the cost of space from earned versus paid media, validated metrics (for example Weighted Media Cost, CPMs, etc.) should be used, stated for what they are, and reflect: • Negotiated advertising rates relevant to the client • Quality of the coverage (see Principle 2), including negative results • Physical space of the coverage, and the portion of the coverage that is relevant • Multipliers intended to reflect a greater WMC for earned versus paid media should never be applied unless proven to exist in the specific case
  • 7. Principle 4: Social Media Can and Should Be Measured • Social media measurement is a discipline, not a tool; but there is no “single metric” • Organizations need clearly defined goals and outcomes for social media • Media content analysis should be supplemented by web and search analytics, sales and CRM data, survey data and other methods • Evaluating quality and quantity is critical, just as it is with conventional media • Measurement must focus on “conversation” and “communities” not “coverage” • Understanding reach and influence is important, but existing sources are not accessible, transparent or consistent enough to be reliable; experimentation and testing are key to success
  • 8. Principle 5: Measuring Outcomes is Preferred to Measuring Outputs • Outcomes include shifts in awareness, comprehension, attitude and behavior related to purchase, donations, brand equity, corporate reputation, employee engagement, public policy, investment decisions, and other shifts in target audiences regarding a company, NGO, government or entity, as well as the audience’s own beliefs and behaviors • Practices for measuring outcomes should be tailored to the business objectives of the PR activities. Quantitative measures such as benchmark and tracking surveys, are often preferable. However, qualitative methods can be better suited or used to supplement quantitative measures • Standard best practices in survey research including sample design, question wording and order, and statistical analysis should be applied in total transparency
  • 9. Principle 6: Business Results Can and Should Be Measured Where Possible • To measure business results from consumer or brand marketing, models that determine the effects of the quantity and quality of PR outputs on sales or other business metrics, while accounting for other variables, are a preferred choice. Related points are:  Clients are creating demand for market mix models to evaluate the impact of consumer marketing  The PR industry needs to understand the value and implications of market mix models for accurate evaluation of consumer marketing PR, in contrast to other measurement approaches  The PR industry needs to develop PR measures that can provide reliable input into market mix models  Survey research can also be used to isolate the change in purchasing, purchase preference or attitude shift resulting from exposure to PR initiatives
  • 10. Principle 7: Transparency and Replicability are Paramount to Sound Measurement PR measurement should be done in a manner that is transparent and replicable for all steps in the process, including specifying: Media Measurement: • Quantitative – source of the content: print, broadcast, internet, consumer generated media along with criteria used for collection • Qualitative – human or automated, tone, reach to target, content Surveys: • Methodology –sampling frame and size, margin of error, probability or non-probability • Questions – all should be released as asked (wording and order) • Statistical methodology- how specific metrics are calculated
  • 11. Next Steps: 1. Comments to barryleggetter@amecorg.com and david.rockland@ketchum.com by July 15 2. The five authoring organizations to review all comments 3. Final Principles to be published around July 22