Barcelona’s Principles 2.0 outline are 7 core principles were created by 140 PR practitioners in 2010 including people from the following companies; Edelman, FleishmanHillard, Ketchum and StrategyOne. With these revisions we can change PR’s past mistakes:
- Goal setting and measurements are fundamental
- Measure communication outcomes rather than only measuring outputs
- Measure the effect on organizational performance
- Measurement and evaluation require both qualitative and quantitative methods
- AVEs do not show the worth of communications
- Social media can (and should) be measured with other channels
- Measurement and evaluation should be transparent consistent and valid
These guidelines are specific enough to measure performance and give a reliable outcome. They measure and evaluate communications and PR campaigns and fix prior mistakes.
Goal setting is meant to give you the motivation you need to succeed and measuring communication
outcomes are so that you can learn from your mistakes and measure the people you connected with. Both very important aspects that are just the beginning of a PR professionals job.
Next they focus on measuring the organizations performance and the ‘big picture’ behind it all and how PR can affect the organizations overall performance. Very important when working with a large company with many outlets.
Also when dealing with a company with many outlets measuring the qualitative and quantitative data can be a big aspect of a company’s success. This is personally the one I find most important because you need to be aware of the people your connecting with on the internet, and the people your reaching out to through websites.
The next guideline is Advertising Value Equivalent don’t show the worth of communications, and this one I am very unfamiliar with. According to the guideline definition it means that PR practitioners should just get rid of them it’s the old school way of showing progress and apparently isn’t as necessary in today’s modern PR world.
Social media is a very important PR aspect especially for my internet savvy generation. According to the guidelines this free-paid tool should be used but also measured, which I completely agree with. Connecting with people through social media is a first impression they may get. But also measuring your connections and seeing who your reaching when is important to be able to utilize social media to its fullest.
Measuring performance is key, but according to these guidelines it’s important to compare it with like, and act with integrity, honesty and openness. When working in the PR world you want to make sure you are doing your job to the best of your abilities and to demonstrate the value of your client effectively measuring the success of a job is crucial no matter the complexity.
As someone who is new to the PR industry, and coming in with the hope to succeed I could definitely see these guidelines as useful and trustworthy. I definitely think these updated principles define the PR industry and professionals charge.