The Barcelona Declaration of Measurement Principles constitutes a set of specific standards for measurement of effectiveness of PR campaigns. These 7 principles were created by Association for Measurement and Evaluation of Communication (AMEC), which is the leading research group in public relations sector.
Need for Barcelona Principles
These principles were developed by the research community in response to increasing demand within the industry to have meaningful metrics.
The need for such metrics is rising since it is becoming difficult to measure results of public relation campaigns by companies.
Flaws in AVE
The new principles also aim to replace some of the flawed measurement models such as the Advertising Value Equivalency (AVE). AVE attempts to approximate media value on the basis of amount that will be required for buying advertisement of corresponding circulation and size.
This model presumes that advertisement is equal to editorial coverage, but even if we consider it to be true, placement costs are generally very fluid and any model which uses placement costs will not be able to reflect the actual value of the campaign.
Barcelona Declaration of Measurement Principles
Let us now look at these 7 principles in greater detail in this section.
Principle 1: Value of Measurement and Setting Goals
This involves declaring the cost of goals which have been set as well as geluidsmeting laten uitvoeren measurement of how efficiently different public relation campaigns are taking the company towards achievement of those goals.
Principle 2: Measurement of Effect on Outcomes rather than Measurement of Outputs