Evaluation and Measurement
PR/communications spendingThe USC Annenberg’s Generally Accepted Practices (GAP) for Public Relations study found that compared to 2009, total spending on evaluation in PR/communication budgets jumped from 4% to 9% in 2012 – even when some 80% of practitioners reported overall PR/communication budgets flat or decreasing.
This summer, at the annual International History of Public Relations Conference at Bournemouth University, UK, Professor Tom Watson delivered an interesting presentation on the evolution of evaluaiton in PR- Public Relations eratic path to the measurement of effectiveness. As an expert on the history of PR himself, with over 20 years of experience in the field, Professor Watson outlined the role of evaluation and measurement in pr and how it has evolved in the past 200 years.
Some points that are raised in the presentation include the evolution of PR measurement and evaluation as an eradic progress. Development evaluation as a surrogate history of PR. He looks at it in the form of a timeline narrative, starting in the late 18th and early 19th centuries and ending with todays current PR practices.
Have a look at the speech below:
After a brief break to collect my thoughts, I am back with a focus on evaluation and measurement. At a conference on measurement held in Barcelona in June, an important development was recorded: the creation of the ‘Barcelona Declaration of Research Principles’. The Summit was organized by the International Association for the Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations (IPR) and over 200 delegates from around 33 countries voted on what is to be considered new standards in communication measurement. Participants at the conference included important PR and measurement organizations such as AMEC, IPR, The Public Relations Society of America (PRSA), The International Communications Consultancy Organisation (ICCO), and The Global Alliance for Public Relations and Communication Management (GA).
The finalized version of these principles has now been published. The seven Barcelona Declaration of Research Principles are:
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Output
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement