Barcelona prinsippene ble utformet i 2010 og representerte en overordnet veiledning for måling av kommunikasjonsarbeid. I 2015 ble Barcelona-prinsippene oppdatert. Hvorfor trenger vi dem og hvordan kan vi best bruke dem i praksis? Richard Bagnall vil gi innblikk i hvordan kommunikatører kan bevise verdien av arbeidet sitt gjennom å måle det som teller, ikke det som er lett å telle. Richard Bagnall er administrerende direktør i PRIME Research UK og styremedlem i AMEC. Han har skrevet flere bøker og er medforfatter i boken «Share this and share this too» som er en bestselger om sosiale medier.

1. Operationalising the Barcelona Principles
RICHARD BAGNALL
@richardbagnall
CEO, PRIME Research UK
Director, AMEC

2. More content than ever

3. The media has changed

4. PR & Comms has changed

5. “We should measure success not on old mass media
metrics of thousands of eyeballs…
“but by answering did we help you meet your goals,
improve your life and improve your community?”
News media questions its metrics

8. Britain’s No 1 most influential person?

10. 80 million votes
3.5 million ‘likes’
Increase of 600%
140,000+ tweets
60,000 new followers
2.9 billion impressions
17 million unique views
RESULTS:

12. To communicate the right message
to the right target audience…
… to achieve an objective
MY DEFINITION OF PR

13. Outputs Out-takes Outcomes
Outputs, Out-takes and Outcomes

14. GOAL SETTING & MEASUREMENT
are fundamental to PR
Measuring communications
OUTCOMES is recommended.
Not just OUTPUTS!
The EFFECT ON ORGANISATIONAL
PERFORMANCE can and
should be measured
Measurement requires
QUALITATIVE & QUANTITATIVE
methods
SOCIAL MEDIA CAN AND
SHOULD BE MEASURED with
other media channels
Measurement should be
TRANSPARENT,
CONSISTENT & VALID
AVEs are NOT THE VALUE
OF COMMUNICATION

15. Organisational Goals & Objectives
PR Goals and Objectives
PR Strategy
PR Tactics
START HERE
Tools
& services
NOT HERE
OR HERE!

16. Outputs Out-takes OutcomesActivity
Research /
Plan
Define Success
/ set objectives
Creative ideaOrganisational
objectives

17. Paid
Earned
Shared
Owned
Organisational Objectives
OutputsActivities
Impact on
Organisation
Out-takes &
Outcomes
Plan / Inputs

19. Join experts from around the world!
• 50+ top international client, PR
and industry speakers from top
brands and organisations.
• 20+ separate plenary and
workshop sessions.
• Special session on launch of
new AMEC integrated metrics.
• Practical sessions on PR and
measurement.
• Network with experts.
• Supported by PRCA, CIPR,
LGA, ICCO and PRSA.