In a cross between crowd-sourcing and Eurovision voting, the 100+ delegates at the European Summit on Measurement in Lisbon voted for five draft statements of needs that may end up in the Measurement Agenda 2020.
This will be the next stage of international policy development in PR measurement and evaluation, following on from the seven Barcelona Declaration of Measurement Principles agreed last year.
The statements are:
- Create and adopt global standards for social media measurement;
- Identify how to measure the Return on Investment of PR [a crowd source suggestion];
- Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit;
- Institute a client education program such as clients insist on measurement of outputs, outcomes and business results from PR programs;
- Define approaches that show how corporate reputation builds/creates value.
The statements will go to conference delegates in mid-July for further comment. They were chosen from statements prepared from responses to an informal survey of delegates and other practitioners undertaken in recent weeks. The wide range of academic research on PR measurement wasn’t taken into account.
This seems to be a less-than-robust method of data collection for policy-making when, for instance, a Delphi study amongst leading practitioners could have developed the propositions with greater certainty of future application. Perhaps Barcelona Principle 7: “Transparency and replicability are paramount to sound measurement “, should have been kept in mind.