Predavanje na 19. Slovenski konferenci o odnosih z javnostmi, Portorož, 14. in 15. april 2016.

1. Barcelona
Principles 2.0
Ben Levine
Vice President
Ketchum Global Research &
Analytics

2. Why Are The Barcelona
Principles Important?

3. How The Principles Evolved
Then (2010)
– A place to start
– Focused more on
“what not do to”
– We created The Principles with
the PR industry in mind
– We talked mostly about
measurement, not evaluation
– More attention to quantitative
methods
Now (2015)
– Learnings we can apply
– Focused more on “what to do”
– The world has become more integrated,
and communication measurement should
reflect that
– Evaluation and insight are also important
– Qualitative methods just as important

4. Principle 1
From:
Importance of Goal
Setting and
Measurement
To:
Goal Setting and
Measurement are
Fundamental to
Communication and
Public Relations
What To Do:
◦ Conduct measurement and evaluation
against defined goals and SMART
◦ Make goals quantitative or qualitative, but
still identify who, what, how much, by when
◦ Be holistic: traditional and social media;
changes in awareness among key
stakeholders, comprehension, attitude, and
behavior; and impact on organizational
results. Campaigns or ongoing are both
relevant.
◦ Be integrated and aligned across paid,
earned, shared and owned channels where
possible

5. Principle 2
From:
Measuring the Effect
on Outcomes is
Preferred to
Measuring Outputs
What To Do:
o Tailor practices for measuring the effect on
outcomes to the objectives of the
communication program
o Consider both quantitative and qualitative
methods
o Apply standard best practices in target
audience research
To:
Measuring
Communication
Outcomes is
Recommended Versus
Only Measuring
Outputs
Outcomes
Awareness,
Comprehen
sion
Attitude
Behavior
Advocacy
related to
purchase
Donations
Brand
equity
Corporate
reputation
Employee
engagement
Public policy
Investment
decisions,
Other shifts
in
stakeholder
s

6. Principle 3
From:
The Effect on Business
Results Can and Should
Be Measured Where
Possible
What To Do:
o To measure results from communication for an
organization, models that determine the effects of
the quantity and quality of communication outputs on
organizational metrics, while accounting for other
variables, are a preferred choice
o Use models that determine the effects of the quantity
and quality of communication outputs on
organizational metrics (e.g., Demand for models to
evaluate the impact on target audiences, survey
research)
o Develop communication measures that can provide
reliable input into integrated marketing and
communication models, including through advanced
econometrics and advanced survey analysis
To:
The Effect on
Organizational
Performance Can and
Should Be Measured
Where Possible

7. Principle 4
From:
Media Measurement
Requires Quantity and
Quality
What To Do:
o Consider qualitative methods to better explain the
quantitative (or to replace, in some cases)
o Media measurement, whether in traditional or online
channels, should account for:
o Impressions among the stakeholder or target
audience
o Quality of the media coverage including, but not
limited to:
o Tone
o Credibility and Relevance Message
Delivery
o 3rd party or company spokesperson
o Prominence as Relevant to the
Medium
o Remember that we are measuring results and
progress, not necessarily success
o Quality measures can be negative, positive, or
neutral
To:
Measurement and
Evaluation Require Both
Qualitative and
Quantitative Methods

8. Principle 5
From:
AVEs are not the
Value of Public
Relations
What Not To Do:
o Do not use Advertising Value Equivalents (AVEs)
o Do not use multipliers for “pass-along values” for
earned versus paid media (unless proven to exist)
What To Do:
o If you must make a comparison between the cost of
space or time from earned versus paid media, use:
o Negotiated advertising rates relevant to the
client
o Quality of the coverage (see Principle 4),
including negative results; and
o Physical space or time of the coverage related
to the portion of the coverage that is relevant
To:
AVEs are Not the Value of
Communication

9. Principle 6
From:
Social Media Can and
Should be Measured
What To Do:
o Define clear goals and outcomes for social
media
o Include measurement methods such as:
o Media content analysis
o Web and search analytics
o Sales and CRM data
o Survey data
o Evaluate the quality and quantity of social
media (just like with conventional media)
o Focus measurement on engagement,
“conversation” and “communities,” not just
“coverage” or vanity metrics such as “likes”
To:
Social Media Can and
Should be Measured
Consistently with Other
Media Channels

10. Principle 7
From:
Transparency and
Replicability are
Paramount to Sound
Measurement
What To Do:
o Ensure integrity, honesty, openness and ethical
practices
o Use valid methods
o Quantitative = Reliable and replicable
o Qualitative = Trustworthy
o Consider other relevant standards, like:
o For Media Measurement:
o Source of the content along with
criteria used for collection
o Analysis methodology
o For Primary Research:
o Methodology
o Verbatim questions
o Statistical methodology
o Recognize any potential biasing effects
o In the research itself, or
o Broader societal context
To:
Measurement and
Evaluation Should be
Transparent, Consistent
and Valid

11. Living The Barcelona Principles

12. Living The Barcelona Principles
• Alignment with
organisational goals
(Principle 1)
• Quantitative & qualitative
methods (Principle 4)
• No Aves (Principle 5)

13. Living The Barcelona Principles
• Focus on outcomes
(Principle 2)
• Measuring business
results (Principle 3)

14. Living The Barcelona Principles
• Measuring social media
consistently (Principle 6)
• Measuring business
results (Principle 3)

16. 1. ESTABLISH WRITTEN,
MEASURABLE GOALS

17. 2. FOCUS ON ‘WHAT HAPPENED
AND WHY NOT ‘HOW MUCH’

18. 3. USE MEASUREMENT TO TRACK
PROGRESS AND TO IMPROVE PROGRAMS

19. 4. CLIENTS AREN’T GOING TO
CHANGE OVERNIGHT

20. 5. CLIENTS WANT OUR HELP

21. What’s Next?
London: June 15/16
• The world’s biggest
event on PR
measurement
• New integrated
measurement
framework