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
An article in the The New Nation by Phillip Knightley brings us back to the discussion on the ethics of Public Relations. Is manipulation inherent to all public relations tactics? This article on public relations and war adds some food for thought.
Lots of people and organisations make money out of war. But I learnt this week of a comparatively new arrival on the scene that is really cashing in: the public relations industry.
PR firms from the USA and Europe have been active in the Caucasus since the conflict between Russia and Georgia over South Ossetia a year ago. But few realised the extent of their operations or how sophisticated they have become. These PR firms pump out none of the crude propaganda of yesteryear. They employ former advertising men, ex-politicians and journalists to put across a subtle but convincing case for their clients. Even Moscow has joined the trend.