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Seven Principles of PR Measurement

Public relations have been a critical part of a business since day one. All that’s changed now, is how we implement the industry challenges that we’re facing now to our own advantage. The entire field of public relations was changed due to the rise of digital media. That meant that established companies were having to completely revamp their strategies to best suit the needs of their target markets.

In businesses wanted to succeed and prosper, they would have to shift their ideologies and strategies quickly. Nowadays, clients demand transparency and simplicity when dealing with other businesses, especially public relations (PR) firms. On top of that, due to the fact that a large chunk of our population is on social media – businesses were having to integrate social measurement to be able to connect with their market audiences.

Gone are the days where we had Clip Books, which became to be quite messy and time-consuming. We’ve left behind Online Portals, which at that time were considered to be sleek and user-friendly. Now, we’re at the age of Return on Investment (ROI) and Analytics, which is integrated with sales and involve Big Data.

Barcelona Principals 2.0

With that in mind, The Barcelona Principles of Measurement were established. It was developed in 2010 by the International Association for Measurement and Evaluation of Communication (AMEC). It was written to provide PR practitioners with an outlined guide on the principles of measuring public relations and communications. The seven principals provided an industry wide consensus for PR measurement. These principals gave companies a proof of their performance as well as helped them to keep on improving.

These seven principles were updated in 2015. Below we’ll be going through the latest principles and how they can help your business thrive.

1.      Measurement and Goal Setting Are Fundamental
2.      Measure Communications Outcomes Instead of Just Measuring Outputs
3.      Where Possible, Measure the Effect on Organizational Performance
4.      Quantitative and Qualitative Methods Required for Measuring and Evaluating
5.      Advertising Value Equivalents (Aves) Do Not Measure PR Value
6.      Consistently Measure Digital Media
7.      Integrate Transparency, Consistency, And Validation to Measuring and Evaluating Techniques

It’s imperative for businesses to set clear and defined goals. Using SMART (specific, measurable, attainable, relevant and time bound) objectives – businesses can then have good PR and communication systems. Businesses should work hard at having clearly defined goals throughout their company. The goals should incorporate both, qualitative and quantitative, methods and keep a holistic approach.

In order to measure the outcomes of communication programs, businesses need to be using qualitative and quantitative methods. They should include behavior, advocacy, attitude, comprehension, and awareness.

PR practitioners should continually be measuring the media channels, whether that be traditional or online. Practitioners should take into consideration the impressions of the clients. They should also focus on the quality of media coverage, including aspects such as tone, credibility, relevance, delivery, inclusion, and prominence. Just as it's done with traditional media, digital media should also be continually measured and evaluated.

While most practices have remained similar, if not the same, as before – nowadays it’s imperative for companies to have integrity, openness, ethics, and honesty. This is true for most industries, but rings especially true for practitioners of public relations.
Seven Principles of PR Measurement Seven Principles of PR Measurement Reviewed by Parvesh Bravo on 9:51 PM Rating: 5

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