The New Interactive Tool

By Maxim Behar

“The Global PR Revolution” book cover © M3 Communications Ltd., 2019

An excerpt from my bestseller “The Global PR Revolution.”

We have built it in a tile format for a clear step-by-step process. Each tile is numbered so you know where you are in the process. The journey takes you from organization objectives and communication objectives all the way to business impact. You get the space to fill in your work when you click each tile. To guide you, within each tile is an (i) icon, which, when clicked, provides a pop-up with additional information and an explanation of the section. Furthermore, inside the pop-up is a link to a measurement taxonomy, which gives you even more information on what types of measures to include.

BARCELONA PRINCIPLES 2.0

In 2010, AMEC adopted the Barcelona Principles, the first global standard to measure public relations effectively. It was much needed and came at “a powerful moment in time in the development of public relations,” according to David Rockland, former chairman of AMEC. Since then, the organization has updated and released the revamped Barcelona Principles 2.0 in 2015. AMEC describes the shift in the following press release excerpt:

London, 3 September 2015 — A new look at the first international framework for measuring communications performance was unveiled today, reflecting the huge changes in the media landscape that have taken place. Barcelona Principles 2.0 was launched by the International Association for Measurement and Evaluation of Communication (AMEC) in London and streamed to PR professionals around the world. AMEC developed the new framework with the original partners involved in the original Barcelona Principles of 2010 — ICCO, Institute for Public Relations, PRCA, PRSA, and The Global Alliance.

This marks the first update to The Barcelona Principles in the five years since they were launched at the AMEC International Summit in Barcelona in 2010 as the first global standard of effective public relations measurement.

The new changes come only two months after delegates at AMEC’s International Summit in Stockholm called for the Barcelona Principles to be reviewed. [. . .]

David Rockland said:

“In 2010, the development of the Barcelona Principles was a powerful moment in the development of public relations. “The original set of Principles was never intended to be a final or complete solution, but simply a place for us to start. AMEC and our partners have now refreshed the Barcelona Principles to reflect the significant changes we have seen in the media landscape and the emergence of integrated communications.”

Rockland believes that if the original set of Principles focused more on “what not to do,” the updated Barcelona Principles of 2015 now provide more guidance on “what to do.”

The book is available on Amazon.com and BeharBooks.com.