I recently returned from Washington, D.C., invigorated after attending the Public Relations Society of America (PRSA) International Conference. The conference offered great learning and networking opportunities with my peers in the PR industry. However, this year, the most intriguing session I attended wasn’t actually listed in the official conference guide.
I had the privilege of participating in an invitation-only focus group, jointly hosted by PRSA and the Association for Measurement and Evaluation of Communication (AMEC) to discuss public relations measurement.
The participants in the focus group represented a diverse geographic and demographic cross-section of the PR industry and included practitioners from the corporate and agency worlds. We were told that we were among the first to see and evaluate the new metrics that are being developed for practitioners to measure the value of public relations referred to as the Barcelona Principles.
The Barcelona Principles