The PR industry is a step closer to consistent, global standards for PR measurement – thanks to the Barcelona Declaration of Measurement Principles. The Principles have caused a stir in PR measurement circles since a group of industry leaders gathered in Spain in June and ratified them. Among the questions they've raised: How did they come about? How will they benefit clients? And where do we go from here?
This issue of Perspectives provides answers to these questions directly from individuals who were key players in developing the Barcelona Principles and who are committed to further championing the effort – including leaders of public relations organizations such as the International Association for Measurement and Evaluation of Communication, the Institute for Public Relations, the Public Relations Society of America, the International Communications Consultancy Organization, and the Global Alliance for Public Relations and Communication Management. Senior global communications executives from two Ketchum clients, Royal Philips Electronics and FedEx, also offer input on practical application of the Principles.