This Workshop will draw on the update of the Barcelona Principles, Version 4, launched in July 2025. This latest enhancement acknowledges the complexity of the communications environment, the strategic role of communications in delivering organisational objectives, and the need to measure what really matters.
Public relations and communication professionals are increasingly under pressure to show real impact and justify budgets. But how do you measure progress and success with credibility and consistency?
Find out how at this PRII Workshop!
Format:
Live online workshop will be delivered by trainer, Dr. Martina Byrne on:
- Tuesday, 18 November: 10:00-12:30
Afterwards, participants will have access to a dedicated workshop resource webpage including the video recording, notes and relevant materials.
In this practical and interactive session you will:
- Discover how the Barcelona Principles V4 provide a global standard for PR evaluation and support meaningful reporting to decision makers.
- Learn how to move beyond vanity metrics and focus on outcomes and impact.
- Explore real-world examples and case studies.
- Gain practical tools to embed ethical, transparent, and effective measurement in your work.
When you prioritise measurement and evaluation you join the dots between your strategy and activity and the organisational outcomes and that kind of clarity delivers competitive, and professional, advantage," says Dr Byrne. In 2019, over 4 in 10 PR professionals didn’t evaluate and measure their work. That figure has fallen to just 5% this year. And in 2019, nearly 1 in 4 used ‘advertising value equivalence’ (AVEs), now just 1 in 20 use it.
International Award-Winning Case Study:
Susan Ryan, Head of Insight Consultancy, Ruepoint (A Muckrack Company), will join Martina to share the University of Limerick's media measurement story, from its first steps right through to achieving AMEC award-winning success this year.
Sarah will explain how the Barcelona Principles helped shape the approach taken and how Ruepoint supported UL on this journey, showing what’s possible when insight and strategy come together. AMEC is the International Association for the Measurement and Evaluation of Communication.
Trainer
Dr Martina Byrne
