As online media continues to grow and change how we get information, the way we measure PR is changing too.

The worth of a PR plan used to be gauged based on how many clips were published and how many people may have seen them. During a 2010 conference, about 200 measurement specialists threw out that antiquated way of thinking and created The Barcelona Principles.

The principles are a simple but effective guideline for measuring PR’s value. Rather than measuring stacks of press clips, PR firms should look at how people interpret and respond to messages.

“These suggestions aren’t difficult to implement and are relevant to the communications professional, irrespective of whether they are on the client or agency side. It’s about putting a system in place that doesn’t cost too much and only measures what matters,” said Andre Manning and David B. Rockland, in their article Understanding the Barcelona Principles.

The principles can be applied to a variety of industries in B2C and B2B including healthcare, insurance, technology and professional services.

The seven Barcelona Principles

1. Importance of goal setting and measurement
Goals should be quantitative, such as increasing revenue or customer satisfaction, and measurement should include traditional and social media and their effect on stakeholders.

2. Measuring the effect on outcomes is preferred to measuring outputs
Outputs only measure things like press clips and the number of people exposed to them, whereas outcomes look at measurement from a business standpoint – how the plan has affected sales, awareness, attitudes, etc. of audiences.

3. The effect on business results can and should be measured where possible
Look at your goals. If you want to increase revenue, look directly at the correlation between a new PR plan and revenue. Rather than just looking at the amount of media, track it in terms of value to your business.

4. Media measurement requires quantity and quality
Whether online or traditional media, simply counting clips or assessing how many people have seen the clips isn’t enough. It is important to assess how people view them based on prominence and tone, and how it affects their choices.

5. AVEs are not the value of public relations
AVEs (advertisement value equivalency) measure media clips in terms of space or time and relate that to what ads of the same size would cost. While a once-popular measuring device, AVEs are unreliable and only look at cost. PR should be measured in terms like audience engagement and behavior changes.

6. Social media can and should be measured
Like traditional media, social media should be measured both qualitatively and quantitatively. Unlike traditional media, things like communities and conversations are more important than coverage alone.

7. Transparency and replicability are paramount to sound measurement
PR measurement is no different than any other; make sure you adopt a program that can be repeated.

These innovative ideas have changed how PR is measured, and thus how it is conducted, giving companies not just more, but better reach. Now the question is, are they ready to give it a try? Most importantly, are they willing to pay for it?

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a public relations program, contact Scott Public Relations.

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