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put data to work
for your brand

Learn how you can analyze metrics to evaluate, grow and pivot the effectiveness of your business and campaigns.

Join Cision and Vocus for AMEC Measurement Week, a free five-day event aimed at helping PR and marketing professionals prove their ROI. Gain insight from metrics experts across multiple industries. Understand how measurement can revolutionize your strategy, with consideration to the Barcelona Principles set forth by AMEC. Meet communicators just like you, in the most impressive city in the world.

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experience an event so big, it’s bringing together the two leading brands in PR and marketing software.

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what are the Barcelona Principles?

The Barcelona Declaration of Measurement Principles were created by amec in 2010 and represent an industry-wide, adopted framework for measuring and evaluating the efforts of PR and communications.

1

Importance of Goal Setting and Measurement
Goals should be as quantitative as possible and address what the PR program is intended to affect. Measurement should take a holistic approach, including representation in traditional and social media, changes in awareness and effects on business results.

2

Measuring the Effect on Outcomes is Preferred to Measuring Outputs
Practices for measuring outcomes—such as shifts in awareness, comprehension, attitude and behavior related to purchase, donations, brand equity, corporate reputation, employee engagement and more—should be tailored to the business objectives of PR activities, with quantitative measures often preferable.

3

The Effect on Business Results Can and Should Be Measured Where Possible
Models that determine the effects of quantity and quality of PR outputs on sales or business metrics, while accounting for other variables, are preferred for measuring marketing results.

4

Media Measurement Requires Quantity and Quality
Media measurement across traditional or online channels should account for impressions among the stakeholder or audience and quality of the media coverage, including tone, credibility and relevance of the medium, message delivery and prominence relative to the medium.

5

AVEs are Not the Value of Public Relations
Advertising Value Equivalents (AVEs) measure the cost of media space and have been rejected as a concept to value public relations or inform future activity.

6

Social Media Can and Should Be Measured
There is no single metric to use when measuring social media but quality and quantity are critical, just as with conventional media. Measurement must focus on conversation and communities—not just coverage—and experimentation and testing are key to success.

7

Transparency and Replicability are Paramount to Sound Measurement
PR measurement should be conducted in a manner that is transparent and replicable for all steps in the process, including collection criteria, analysis methodology, sampling methodology and statistical calculations.

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