Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights

This principle starts with the perspective that communication measurement should be done in a transparent and objective manner.

The principle also stresses that the methodology should be clear. Results and takeaways should not be personal or varying depending on the analyst or situation – but reflect a consistent and reliable method.


Let’s say you want to measure media publicity. How would you make sure your media evaluation is carried out objectively?


Here are five tips on getting started:

  • Define what you want to evaluate

  • Define the sources and time frame of your study

  • Define key parameters

  • Try a small test sample of for example 50 articles and scroll through them

  • Be aware of your sources’ limitations

Want to read more about these tips?

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  • The Barcelona Principles

    The Barcelona Principles were first agreed upon by PR practitioners from 33 countries who met in Barcelona, Spain in 2010 for a summit convened by the International Association for Measurement and Evaluation of Communication (AMEC). The principles have since then been updated twice, in 2015 to the version 2.0 and in 2020 to the latest version of Barcelona Principles 3.0. Regular updates respond to the rapidly advancing change in the communications industry.