If you’ve been following the measurement world within the PR industry over the last year or so, you’ve seen a fair amount of news coming out of first Barcelona in 2010, and then Lisbon this year. It may have caused you to wonder: How come the measurement folks meet in cool places on the Iberian Peninsula, and we get stuck with conferences in Detroit, Orlando and Philadelphia? Well, we welcome more people to the measurement tribe at any time, and in fact, the 2012 version of the European Measurement Summit will be in Paris.
However, maybe measurement or Paris is not your thing, but you want to at least understand the state of play. Here is what you need to know:
First, in Barcelona last year, around 225 measurement people from 30-plus countries agreed to the Barcelona Principles at a conference organized by the International Association for the Measurement and Evaluation of Communication (AMEC). These seven Principles are the foundation of good measurement. PRSA played a big role in developing those Principles by bringing to the party much of the language and ideas from “The Business Case for Public Relations™.” In broad strokes, the Barcelona Principles say a few simple things:
- Set goals before you measure;
- Measure media with quantity and quality metrics, not AVEs;
- Understand how people and business results change as a result of PR;
- Social media is another channel and the same measurement ideas apply; and
- Make sure all measurement is transparent.