Communication is a very powerful tool in driving your organization’s strategic goals forward. The impact and achievements of communication work deserve to be clearly demonstrated. That is why the measurement of communications is so crucial.
When the communication strategy and the goals of communications are derived from the strategy and goals of the whole organization and you are able to present the input-output ration of communications with clear metrics, communications will be recognized as a strategic function and enjoy the appreciation of the highest management.
Goals are the key word in measuring. Without clear goals, you will not have anything to measure against. Knowing what you want makes it possible to evaluate the results. Raising measurement to the agenda when planning your communications creates the conditions for a tangible presentation of communication.
There is no “one size fits all” metric for measuring communications. Communication goals vary due to different target groups, time, and overall goals of the organization and no universal metric can be applied to everyone.
However, luckily, there are, seven universal principles for measuring communications that all communicators can take advantage of and implement in their own measurement practice. These principles are called the Barcelona Principles and they act as the highest international standards on measuring and evaluating communications and PR.
Barcelona Principles 3.0
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.
Principle 1 - Setting goals is an absolute prerequisite to communications planning, measurement and evaluation
Principle 2 - Measurement and evaluation should identify outputs, outcomes and potential impact
Principle 3 - Outcomes and impact should be identified for stakeholders, society, & the organization
Principle 4 - Communication measurement and evaluation should include both qualitative and quantitative analysis
Principle 5 - AVEs are not the value of communication
Principle 6 - Holistic communication measurement and evaluation includes all relevant online and offline channels
Principle 7 - Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights learning and insights
In the e-book Barcelona Principles 3.0 - What every communicator should know about measuring we present the latest version, the 3.0.
These principles provide guidance to communication professionals around the world for successful goal setting and measurement. Follow along this e-book to familiarize yourself with these standards and how to put them to practice!
In the e-book you can also read how some of our customers work with setting goals, measure and evaluate their communication.
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