Another post: The Barcelona Principles Checklist
The Barcelona Principles Checklist
The magnificent seven will rock your measurement world. Maybe.
by Katie Delahaye Paine
Editor’s note: Welcome to our Barcelona Summit coverage:
- For an overview of the Summit, and links to other articles, blogs and photos, see Everything You Need to Know about the Barcelona Summit.
- For a discussion of what the Barcelona Principles mean for the measurement industry and how you can spread their acceptance, read 5 Things You Should Do With the 7 Barcelona Principles of Public Relations Measurement.
- For a discussion of the next steps after Barcelona, read Barcelona Was a Great First Step: Here Are 5 More Issues to Tackle.
To help you improve your public relations and social media measurement programs, we’ve put together a practical program-improvement checklist based on the Barcelona principles.
First, let’s start with the principles. Here they are:
- Goal setting and measurement are fundamental aspects of any PR programmes.
- Media measurement requires quantity and quality – cuttings in themselves are not enough.
- Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.
- Social media can and should be measured.
- Measuring outcomes is preferred to measuring media results.
- Business results can and should be measured where possible.
- Transparency and Replicability are paramount to sound measurement.
We’d love to tell you that these magnificent seven Barcelona principles will rock your measurement world. But it’s not that easy. As in so many measurement things, it depends on what you’re doing for measurement.
Do you now depend on a clip book or AVEs to measure print? And you say you don’t know social media from a hole in the ground? Well then, the principles mean it’s extinction for you, my dinosaur friend.
But for most of us, the principles are Measurement 101. Common sense. If you’ve been doing decent, diligent measurement, then you probably don’t need no stinking Principles to tell you what’s up.
Still, it can’t hurt look over your programs with an eye to the practical and see if you can improve. Here’s your Checklist.
See more at: http://kdpaine.blogs.com/themeasurementstandard/2010/06/the-barcelona-principles-checklist.html
