PR Measurement & Evaluation: Barcelona Principles 3.0

The Barcelona Principles, the international standard for Public Relations and communications measurement are fundamental to demonstrating how PR contributes to organisational and business success. An understanding of the use of these principles which were updated in July 2020 is crucial for any PR professional. This e-workshop will outline the guiding principles of PR and communication measurement and evaluation.

Start Date 7 December 2021
Course Dates 7 December 2021
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 €165
Fees PRII Non-members €225

The Barcelona Principles, the international standard for Public Relations and communications measurement were revised in July 2020, following an international consultation.

Fundamental to demonstrating how PR contributes to overall organisational and business success, an understanding of the use of these 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 has sharpened the communications industry’s focus on inclusion, impact, and integrity. Reflecting this, Barcelona Principles 3.0 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 had previously been updated in September 2015 with the aim of providing greater structure, consistency, and rigour to the evaluation of public relations efforts and to 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 out 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 updated measures in a practical and insightful way in their everyday work.

This is a morning course and runs from 10:00am until 12:30pm.

Topics Covered:

The session will concentrate on the three 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 

How to Enroll:

Register for this workshop by clicking on the Book Now button below.

 

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