Weber Shandwick Endorses 'Barcelona Principles' for Public Relations Measurement
- Industry's First Global Standards Will Help Drive Smarter PR Planning, Evaluation, Analytics -
NEW YORK, July 26 /PRNewswire/ -- Weber Shandwick, one of the world's leading global public relations agencies, today announced its endorsement of the "Barcelona Principles" for effective public relations measurement. The seven fundamental principles were formally published last week after being adopted in mid-June by 200 delegates from 33 countries at the 2nd annual European Summit on Measurement. The Institute for PR, the Association for Measurement and Evaluation of Communications (AMEC), the Public Relations Society of America (PRSA), the International Communications Consultancy Organization (ICCO) and the Global Alliance all support the common standards.
"For years, clients and agencies have been searching for common ground on PR measurement," said Tim Marklein, executive vice president of Measurement & Strategy for Weber Shandwick, and member of the Institute for PR's Measurement Commission. "We fully endorse the Barcelona Principles and have already started working with clients around the world to embrace the underlying standards in their measurement programs. By focusing the industry on smart objectives, defined business outcomes and valid methodologies, the Barcelona Principles represent a watershed agreement that should propel public relations forward with more consistent and meaningful metrics."
As members of AMEC and the IPR Measurement Commission, Weber Shandwick actively contributed to developing and ratifying the Barcelona Principles over the last nine months. The seven principles, available for download via the Institute for PR and AMEC web sites, include:
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. Advertising Value Equivalency (AVE) is not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement.
Weber Shandwick will embed the principles in its measurement, planning and analytics work via the agency's global Measurement & Strategy practice, which helps clients measure ROI across online and offline campaigns. The practice applies standardized methodologies and breakthrough systems to improve the value, focus and precision of communications, including an integrated ARROW Measurement Suite that delivers regular insights and smart metrics on markets, audiences and competitors. For more information, please visit http://www.webershandwick.com/measurementstrategy or contact Tim Marklein at [email protected].
About Weber Shandwick
Weber Shandwick is a leading global public relations agency with offices in 76 countries around the world. The firm's success is built on its deep commitment to client service, our people, creativity, collaboration and harnessing the power of Advocates - engaging stakeholders in new and creative ways to build brands and reputation. Weber Shandwick provides strategy and execution across practices such as consumer marketing, healthcare, technology, public affairs, financial services, corporate and crisis management. Its specialized services include digital/social media, advocacy advertising, market research, and corporate responsibility. In 2010, Weber Shandwick was named Global Agency of the Year by The Holmes Report for the second year in a row; an 'Agency of the Decade' by Advertising Age, Large PR Agency of the Year by Bulldog Reporter, and Top Corporate Responsibility Advisory Firm by CR Magazine. The firm has also won numerous 'best place to work' awards around the world including "Best Multinational Firm to Work For in EMEA" by The Holmes Report and a "Top Place to Work in PR" by PR News. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com.
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