Moving Toward a Global Standard of PR Measurement

by Mark Tosczak

Recently, RLF"s David French published a post on Orange Slices on the Barcelona Principles—a move toward global standards of quantitative and qualitative measurement of public relations in all its various forms. We thought it timely to revisit that post, as it's the time of the year for not only setting goals, but also polishing 2012 client strategic plans and budgets. It's important that we determine success, so measurement is a critical part of those plans. For many years, our profession has done a great job of measuring outputs when what we really need to measure are outcomes: how our strategies and tactics have moved the needle for the client's business or organization.

The Barcelona Declaration of Measurement Principles, originally published in 2010, provides guidelines for performance metrics. The seven principles aim to increase the validity of both quantitative and qualitative measurements, and define meaningful public relations data.

The seven metrics include:

1. The importance of goal setting and measurement
2. Measuring the effect of outcomes is preferred to measuring outputs
3. Measuring the effect on business results where possible
4. Media measurement requires quantity and quality
5. Advertising Value Equivalency (AVE) does not accurately capture the value of public relations
6. Social media can and should be measured
7. Transparency and replicability are paramount to sound measurement

These principles were formally published at the second annual European Summit on Measurement and have since been endorsed by the Global Alliance, the Institute for Public Relations, the International Association for Measurement and Evaluation of Communication (AMEC), the International Communications Consultancy Organization (ICCO), The WORLDCOM Public Relations Group and the Public Relations Society of America (PRSA).

At RLF, we recommend consistent evaluation in order to measure initiatives and campaigns. Like most things that are worthwhile, measurement requires time, energy and money. But everyone in the industry will be better served when we can demonstrate how public relations initiatives contribute to achieving client business goals. And although many will still question the ability to measure these efforts, the defined metrics nonetheless prove the industry is dedicated to defining strong practices and conscious of its capacity to impact business strategies.