Operationalising the Barcelona Principles

RICHARD BAGNALL

@richardbagnall

CEO, PRIME Research UK

Director, AMEC

More content than ever

The media has changed

PR & Comms has changed

“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

Britain’s No 1 most influential person?

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:

To communicate the right message

to the right target audience…

… to achieve an objective

MY DEFINITION OF PR

Outputs Out-takes Outcomes

Outputs, Out-takes and Outcomes

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

Organisational Goals & Objectives

PR Goals and Objectives

PR Strategy

PR Tactics

START HERE

Tools

& services

NOT HERE

OR HERE!

Outputs Out-takes Outcomes Activity

Research /

Plan

Define Success

/ set objectives

Creative idea Organisational

objectives

Paid

Earned

Shared

Owned

Organisational Objectives

Outputs Activities

Impact on

Organisation

Out-takes &

Outcomes Plan / Inputs

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