The Barcelona Principles 3.0 are the latest iteration of AMEC’s Barcelona Principles which were first launched in 2010. The Barcelona Principles aren’t meant to tell PR and communication professionals how to measure and evaluate communication but rather to provide a checklist you can use to ensure that your measurement system or framework complies with global best practice.
The changes for 3.0 are more significant than those for 2.0 and reflect the changes in professional practice and what we’ve all learnt over the last 10 years.
Barcelona Principles 3.0
- Setting measurable goals is an absolute prerequisite to communication planning, measurement and evaluation.
- Measurement and evaluation should identify outputs, outcomes, and potential impact.
- Outcomes and impact should be identified for stakeholders, society and and the organisation.
- Communication measurement and evaluation should include both qualitative and quantitative analysis.
- AVEs are not the value of communication.
- Holistic communication measurement and evaluation includes all relevant online and offline channels.
- Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights.
I love the phrase “absolute prerequisite” as the most common failing I observe with clients and trainees is that they don’t set measurable goals and objectives. Another great improvement is identifying that outcomes and impact should be for stakeholders, society and the organisation. I also like the use of the word integrity in the principle about transparency as we still see too many mysterious ‘black boxes’.
Please get in touch if you want to have an initial discussion about how I can help you to improve how you do measurement and evaluation of communication, reputation and public relations.
