{"id":50426,"date":"2025-12-12T11:23:35","date_gmt":"2025-12-12T09:23:35","guid":{"rendered":"https:\/\/www.clipnews.gr\/from-data-to-strategy-the-communication-of-the-future-with-the-barcelona-principles\/"},"modified":"2025-12-12T11:41:24","modified_gmt":"2025-12-12T09:41:24","slug":"from-data-to-strategy-the-communication-of-the-future-with-the-barcelona-principles","status":"publish","type":"post","link":"https:\/\/www.clipnews.gr\/en\/from-data-to-strategy-the-communication-of-the-future-with-the-barcelona-principles\/","title":{"rendered":"From Data to Strategy: The Communication of the Future with the Barcelona Principles"},"content":{"rendered":"

The webinar \u201cPR KPIs: What Will Truly Matter in 2026\u201d<\/strong> was successfully completed! As part of AMEC Measurement Month<\/strong>, the presentations focused on modern, meaningful measurement of communication and public relations, grounded in the updated Barcelona Principles<\/strong> of the International Association for Measurement and Evaluation of Communication (AMEC<\/a>) and the shift from simple metrics to real business value.<\/p>\n

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Introduction & Context<\/h3>\n

Katerina Kechagia<\/strong>, Vice President of Clip News and Vice President of the Global Media Intelligence Association (FIBEP<\/a>), set the framework of the webinar, highlighting the importance of proper measurement, publicity data analysis, and the transformation of data into actionable insights for more effective communication strategies.<\/p>\n

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The Updated Barcelona Principles<\/h3>\n

Khali Sakkas<\/strong>, Chief Insights Officer at\u00a0CARMA<\/a> and AMEC Board Director, presented the new version of the 7 Barcelona Principles<\/strong>, emphasizing:<\/p>\n