Measurement Principles Agreed on by Barcelona Summit

BARCELONA—Delegates from 33 countries at the 2nd European Summit on Measurement voted overwhelmingly to create the Barcelona Declaration of Measurement Principles, the first global standard of PR measurement, agreeing on the importance of goal-setting and measurement and becoming the second major PR body to condemn the use of “advertising value equivalency” as a measure of PR value.

The other principles, all of which passed with around 90 percent support for the attending delegates:

  • Goal setting and measurement are fundamental aspects of any PR programmes;
  • Media measurement requires quantity and quality; cuttings in themselves are not enough;
  • Social media can and should be measured;
  • Measuring outcomes is preferred to measuring media results;
  • Business results can and should be measured where possible;
  • Transparency and Replicability are paramount to sound measurement.

Public Relations, PR.