What do you currently measure?
• Questions to discuss
– Do you measure the results of each activity or
– Do you create layered reports?
– Who do you share these results with?
– Do they get discussed at all, is there a feedback
mechanism within your organisation and/or
The Barcelona Principles
• Importance of goal setting and measurement
• Measuring the effect on outcomes is preferred to
• The effect on business results can and should be
measured where possible
• Media measurement requires quantity and quality
• AVEs are not the value of public relations
• Social media can and should be measured
• Transparency and replicability are paramount to
Applying the principles
• What should you measure?
• What do you need to do before, during and
after the running of your campaign?
• How can you analyse and present the data with
a view to measuring/reporting on impact?