PR & measurement: industry update

Following on from our recent post about PR and Measurement, a new global charter of principles for measuring PR was launched last week. The ‘Barcelona Declaration of Research Principles’ was launched at the second European Summit on Measurement, where representatives from PR companies and research organisations rejected Advertising Value  Equivalence as an appropriate measure for public relations. Although the new charter is only a roadmap to a better solution, it seems a helpful development and may take us closer to the industry’s Holy Grail.