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Posts Tagged ‘Barcelona Principles’

AMEC Measurement Summit Reignites AVE Debate

The International Association for Measurement and Evaluation of Communication (AMEC) is hosting its third European Summit on Measurement in Lisbon this week (it started yesterday and ends tomorrow) and AVEs are once again a hot topic.

AVEs, or Ad Value Equivalency, has been a controversial metric for eons. The Barcelona Principles, unveiled last summer, state specifically that “AVEs are not the Value of Public Relations.” However, PR measurement standards have yet to be decided. In an effort to move the process along, AMEC and the PRSA announced a collaborative effort late last year.

In a conversation with PRWeek, David Rockland, AMEC director and global head of research at Ketchum, said, “One: better techniques, and two: client education, and that’s really what this conference is all about.”

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PRSA and AMEC Partner

The Public Relations Society of America (PRSA) and the International Association for Measurement and Evaluation of Communication (AMEC) have partnered in the hopes of accelerating the process of standardizing PR measurement.

The two organizations will host events with research experts to build upon the Barcelona Principles, which were unveiled this summer. “The goal will be to lead the development of tangible metrics and approaches for public relations measurement and the achievement of broad industry consensus on them,” the press release announcing the partnership says.

The first meeting, “PR Measurement Metrics – From Concept to Implementation Reality,” will take place in London on November 17 and will be hosted by David Rockland, CEO and partner at Ketchum Pleon Change and Global Research, New York. The first hour of the conference will be available via free webinar.

Advice for Accurate PR Measurement: Check on Your Provider

Katie Delahaye Paine, CEO of KDPaine & Partners, offers up 10 tips today for avoiding PR measurement mistakes. One theme of her recommendations is “check on your provider,” with a warning about missed clips, inaccurate circulation numbers,  and other errors. Overall, she talks about checking every month or so to make sure the things you were measuring and researching are still the things you’re measuring and researching.

On the topic of measurement, the Barcelona Principles were given the thumbs up over the summer, serving as a step in the direction of a standard for PR measurement. Among the principles are “Measurement and goal-setting are fundamental to any PR program;” “Measuring outcomes is preferable to measuring outputs;” and “AVEs are not the value of PR.” Click here for a refresher on the principles.