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Barcelona Principles. It could be a sports team. Or a manifesto. Or a band name. However, it is an approach established by AMEC, the International Association for the Measurement and Evaluation of Communication. It focuses on identifying the outcomes and impacts of the actions implemented by Communication and PR professionals, ensuring both qualitative and quantitative analysis of these actions.
The “Barcelona Principles” are not static but evolve and are upgraded (3.0):
Περιεχόμενα
The SMART Principle
SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) are not just a theory but an absolute necessity. They are the ones that will bring the communication plan to the top. It is no longer enough to have a general vision, but a clear, specific, and measurable direction, whose paths will be analyzed and adjusted if necessary.
The Principle of Outcome and Impact
It is not only the produced work that matters as a result but also its long-term impact. This means that public relations professionals must not only think about the appropriate communication channels but also evaluate the impact of their campaigns on the target audience before, during, and after their implementation, to see how the audience perceived them.
The Principle of Internal Impact of PR Actions
Every member of the communication and public relations team must be aware of the impact of PR actions on the target audience. Measuring results in an organized manner is a challenge, but with research, studies, and good internal cooperation, it can be achieved.
The Principle of Combination
The measurement and evaluation of communication require both qualitative and quantitative analyses. One cannot exist without the other. Quantity can show trends and the big picture, but quality explains the story behind the numbers and is necessary for their interpretation.
The Non-AVE Principle
AVE (Advertising Value Equivalency) is not an accurate communication measurement indicator. There are many factors -mainly qualitative- for measuring the performance and broader significance of PR actions that need attention.
The Principle of Balance
Social media and all online communication channels must be measured equally with offline ones. This may seem obvious, but some companies do not consider the former as valid measurement indicators. However, the insights that can be derived from a brand’s customer engagement, as well as their online conversations, are extremely important.
The Principle of Credibility
Communication measurement must be transparent, consistent, and reliable. It is essential for a PR professional to progressively observe changes in the audience’s attitudes and behaviours.
As an official member of AMEC, Clip News always ensures to stay informed about industry developments and to apply international standards in the Monitoring & Media Analysis services it provides in the Greek and Cypriot markets. That is why Clip News attended the recent AMEC Global Summit.