Measurement & Evaluation in PR (Barcelona Principles)

The Barcelona Principles, the international standard for Public Relations and communications measurement are a key criteria used in judging the Awards for Excellence in PR 

An understanding of the use of these principles is crucial for any PR professional. This e-workshop will outline the guiding principles of PR and communication measurement and evaluation and help you show how PR contributes to organisational and business success.

Start Date 13 February 2024
Course Dates 13 February 2024
Presenter Dr. Martina Byrne
Chief Executive, PRII, previous Lecturer and Examiner PRII Diploma in PR, and former Director of Public Affairs at Wilson Hartnell PR
Venue e-Workshop, Online remote delivery
Fees PRII Members €180
Fees PRII Non-members €250

Fundamental to demonstrating how PR contributes to overall organisational and business success, an understanding of the use of the Barcelona Principles is crucial for any PR professional.

They are also a key criteria used in the judging the Awards for Excellence in PR  organised each year by the PRCA and PRII. 

This latest evolution of the globally trusted principles (Barcelona Principles 3.0) has sharpened the communications industry’s focus on inclusion, impact, and integrity. They have broader relevance to a wider and more diverse range of organisations and roles and reflect that measurement and evaluation best practice is equally essential in government communications, charities, NGOs, and other non-commercial entities.

The principles provide structure, consistency, and rigour to the evaluation of public relations efforts. They also reflect today's changing media landscape and belie the inadequacy of flawed methods, especially the use of advertising value equivalents (AVEs).

Designed to be applied more widely to communications initiatives, not just public relations activity, they also place greater emphasis on communication's role in achieving business results and organisational goals. Advocacy has also been highlighted as an outcome that can and should be measured by practitioners.

This workshop will outline the guiding principles of PR and communication measurement and the importance of goal setting, the need for outcomes, instead of outputs-based measurement and  both quantitative and qualitative metrics, the value of social media, and a need for a holistic approach to measurement and evaluation.

This workshop will enable members use the Barcelona Principles in a practical and insightful way in their everyday work and awards entries.

This workshop runs from 11am until 12:30pm.

PRCA member company employees, who are not PRII Members can avail of the PRII Member Fee. 

Topics Covered:

The session will concentrate on the key areas of the application of the Barcelona Principles.

  • Importance of integrated measurement of communications 
  • Assessing performance against objectives and within context
  • The distinction between measurement and evaluation
  • Importance of qualitative evaluation as well as quantitative evaluation,
  • Transparency and consistency 
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