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The webinar “PR KPIs: What Will Truly Matter in 2026” was successfully completed! As part of AMEC Measurement Month, the presentations focused on modern, meaningful measurement of communication and public relations, grounded in the updated Barcelona Principles of the International Association for Measurement and Evaluation of Communication (AMEC) and the shift from simple metrics to real business value.
Περιεχόμενα
Introduction & Context
Katerina Kechagia, Vice President of Clip News and Vice President of the Global Media Intelligence Association (FIBEP), 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.
The Updated Barcelona Principles
Khali Sakkas, Chief Insights Officer at CARMA and AMEC Board Director, presented the new version of the 7 Barcelona Principles, emphasizing:
Measure what matters (impact and outcomes, not just outputs)
A holistic 360° approach (paid, earned, shared, owned media, as well as new sources and channels)
Continuous improvement, rather than static end-of-campaign evaluation
The Barcelona Principles at a glance:
- Clear, measurable objectives (KPIs) defined before each initiative, with continuous real-time monitoring.
- Audience-first approach: understanding all stakeholders from the planning stage, using audience research and, where appropriate, synthetic audiences / synthetic data—always with transparency.
- Coverage of all communication channels, with emphasis on awareness, attitudes, and perceptions, not just superficial measurements (vanity metrics).
- Combination of quantitative and qualitative analysis to provide depth and explain the “why.”
- Elimination of AVEs (Advertising Value Equivalents) and transition to measuring real outcomes.
- Reporting on outputs, outcomes, and impact, even when results are not positive, as a foundation for learning.
- Ethics, governance, and transparency in the use of data, AI, and technology, with clear methodology and evaluation of reliable sources.
Greek Experience & Practical Application
Roi Haikou, Corporate Affairs, Marketing & ESG Director at the Public Properties Company (HPPC) and Board Member of the Corporate Affairs Professionals Association (CAPA), focused on the Greek reality, stressing that communication measurement is not merely reporting, but a culture and a strategic foundation. Key points included:
Quantitative metrics (reach, volume, etc.) remain useful, but are insufficient without qualitative analysis (sentiment, context, motivations).
Communication today is real-time, with social media capable of turning an event into a crisis within minutes.
Real-time monitoring is a necessity, not a luxury, especially for proactive crisis management.
Sentiment and the “why” behind the data are critical for corrective or reinforcing actions during a campaign.
AI is a powerful big data analysis tool, but it should not replace human judgment.
A practical case study was also presented from the field of public real estate development, where measuring local community sentiment and adapting messaging are crucial to changing perceptions and achieving social acceptance.
Key Takeaways
The webinar delivered clear and practical conclusions on how measurement can evolve into a strategic communication tool:
The value of communication is proven only when it is linked to business and social impact.
Systematic, transparent, and holistic measurement is required, using data from all media, channels, topics, and competitors.
Numbers without analysis can be misleading; insight drives continuous improvement.
Technology and AI enhance effectiveness, but the human factor remains decisive.
The webinar concluded with the observation that 2026 will reward professionals who successfully combine data, technology, and human-centric thinking with ethics and transparency. The communication and PR professionals who will stand out will not necessarily be those with the most tools or the largest budgets, but those who:
Use data strategically, not merely to fill a report
Place the audience at the center, deeply understanding needs, perceptions, and behaviors
Embrace technology with maturity, choosing solutions that enhance rather than replace human judgment
Remain committed to ethical principles and transparency, both in data usage and methodological approach
In an environment where information moves faster than ever, measurement is no longer just a post-campaign evaluation process. Instead, it becomes a continuous learning journey and a strategic advantage. A tool that can reveal opportunities, anticipate crises, and guide decisions with real business and social impact.
Watch the full webinar on YouTube.