Summit agrees framework of global programme measurement standard
BARCELONA , 18th June, 2010 - Delegates from 33 countries have agreed to create the 'Barcelona Declaration of Research Principles', the first global standard of PR measurement.
The agreement came at the 2nd European Summit on Measurement after the leaders of five global PR and measurement and evaluation bodies and 200 delegates voted overwhelmingly to adopt seven key principles. The ‘Barcelona Declaration of Research Principles’ are:
1. Goal setting and measurement are fundamental aspects of any PR programmes.
2. Media measurement requires quantity and quality – cuttings in themselves are not enough.
3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.
4. Social media can and should be measured.
5. Measuring outcomes is preferred to measuring media results.
6. Business results can and should be measured where possible.
7. Transparency and Replicability are paramount to sound measurement.
The Barcelona Summit was supported by two main Spanish sponsors: Acceso Group as the National Partner and Dircom as the Conference Partner.
The keynote debate was chaired by AMEC Board Director, David Rockland, Partner/CEO Ketchum Pleon Change and Global Research and Chairman of AMEC’s US Agency Research Leaders Group.
The five key bodies joining together on the same platform for the first time were The Global Alliance, IPR Measurement Commission, AMEC, PRSA and ICCO.
Barry Leggetter, Executive Director of AMEC, said: “We see this as a major step forward. What will happen next is that the five organisations involved in the Debate will work with us in a process of consultation and have the Principles finally agreed by the end of July.”
David Rockland said: “We want to be able to remember the Barcelona Summit as a powerful moment in time in the history of public relations when we acknowledged the need to replace outdated programme measurement models”
The Summit was organized by the Association for the Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations.
AMEC, the International Association for Measurement and Evaluation of Communication has grown to become a global trade body for agencies and practitioners who provide media evaluation and communication research. AMEC’s purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals.
About the Institute for Public Relations
The Institute for Public Relations is a global, independent non-profit foundation headquartered at the University of Florida. It bridges the academic and professional communities supporting public relations research and mainstreaming this knowledge into practice. Further information is available at www.instituteforpr.org .
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