PUBLIC RELATIONS RESEARCH AND EVALUATION
PUBLIC RELATIONS RESEARCH
Research in public relations refers to the systematic process of gathering, analyzing, and interpreting information to better
understand and effectively manage an organization's or individual's public image, reputation, and communication strategies.
Public relations research plays a crucial role in the development and execution of PR campaigns and initiatives. It helps
practitioners make informed decisions, assess the impact of their efforts, and adapt their strategies as needed. The following
are key aspects of research in public relations;
✓ Audience Analysis: Understanding the target audience is fundamental. This involves identifying demographics,
psychographics, preferences, and behaviors of the audience to tailor communication strategies accordingly.
✓ Media Monitoring: Tracking media coverage and mentions of the organization or individual in various media outlets. This
helps in assessing the current public perception and identifying emerging issues or crises.
✓ Message Testing: Before launching a PR campaign, it's essential to test messages and communication materials to ensure
they resonate with the intended audience and convey the desired message.
✓ Competitive Analysis: Researching and analyzing the PR strategies and activities of competitors can provide valuable
insights and help an organization differentiate itself.
✓ Crisis Preparedness: Developing plans and strategies to address potential crises and conducting scenario-based research
to anticipate and plan for crises.
✓ Measurement and Evaluation: After implementing PR strategies, measuring their effectiveness is crucial. This may
involve assessing changes in public perception, brand reputation, website traffic, social media engagement, or other
relevant metrics.
✓ Stakeholder Engagement: Identifying and understanding key stakeholders (e.g., customers, employees, investors,
regulators) and their concerns is essential for building and maintaining positive relationships.
✓ Social Media Analysis: Monitoring and analyzing conversations on social media platforms to gauge public sentiment,
identify trends, and address issues in real-time.
✓ Surveys and Focus Groups: Conducting surveys and focus groups to gather direct feedback from the target audience.
This qualitative and quantitative data can inform PR strategies.
✓ Trend Analysis: Staying up-to-date with industry trends, societal shifts, and emerging issues that may impact the
organization's reputation or communication strategies.
,PUBLIC RELATIONS RESEARCH AND EVALUATION (CONT’D)
THE BARCELONA PRINCIPLE
• The Barcelona Principles is a set of seven principles that provide the framework for effective public
relations (PR) and communication measurement. The principles were originally adopted by about 200
delegates from over 30 countries at the 2nd Annual European Summit on Measurement in Barcelona,
Spain in 2010, convened by the International Association for Measurement and Evaluation of
Communication (AMEC).
• These principles represent the first internationally agreed set of standards on the measurement of public
relations campaign and now progress being made on developing the means of implementing them.
• The Barcelona Principles outline the basic principles of PR and communication measurement and
represent an industry-wide consensus on this topic. They are intended to not only demonstrate proof of
performance, but how to foster continuous improvement. The Principles serve as a guide for
practitioners to incorporate the ever-expanding media landscape into a transparent, reliable, and
consistent framework. They are considered foundational in that specific measurement programs with
clearly stated goals can be developed from them. The Barcelona principle state (AMEC 2010).
i. The importance of goal setting and measurement
ii. Measuring the effect on outcomes is preferred to measuring outputs.
iii. The effect on business results can and should be measured where possible.
iv. Media measurement requires quantity and quality.
v. AVEs (Advertising Value Equivalents) are not the value of public relations.
vi. Social media can and should be measured.
vii. Transparency and replicability are paramount to sound measurement.
, PUBLIC RELATIONS RESEARCH AND EVALUATION (CONT’D)
The Principles are relevant to organizations, governments, companies, and brands globally. While initially
adopted in June 2010, they have now been updated to reflect changes in the communication field with input
from a wide array of organizations and individuals. As next steps, the industry needs to support the continued
adoption of the principles and help professionals understand how to apply them.
1.The importance of goal setting and measurement: Public relations and communication programs should
begin with clear objectives and goals. Measurement and evaluation efforts should align with these goals.
2.Measuring the effect on outcome is preferred to measuring outputs: Instead of just measuring the
outputs of PR activities (such as press releases or media coverage), PR practitioners should focus on
measuring outcomes, which reflect the broader impact on the organization's goals and reputation.
3.The Effect on Business Results Can and Should Be Measured: PR efforts should be evaluated in terms
of their influence on business outcomes, such as sales, revenue, or customer behavior.
4.Media measurement require quantity and quality: PR professionals should use specific metrics and key
performance indicators (KPIs) that can be quantified to assess the impact of their campaigns.
5.AVEs (Advertising Value Equivalents) are not the value of public relations: The value of PR and
communication efforts should not be measured solely based on advertising equivalent value (AVE), as this
does not capture the full scope of their impact.
6.Social Media Can and Should be Measured: PR professionals should employ appropriate measurement
techniques to assess the impact of their social media efforts. This includes tracking engagement, reach, and
other relevant metrics.
7.Transparency and Replicability are Paramount to sound measurement: Measurement and evaluation
processes should be transparent, and results should be replicable. This means that others should be able to
understand and duplicate the measurement methods used.
PUBLIC RELATIONS RESEARCH
Research in public relations refers to the systematic process of gathering, analyzing, and interpreting information to better
understand and effectively manage an organization's or individual's public image, reputation, and communication strategies.
Public relations research plays a crucial role in the development and execution of PR campaigns and initiatives. It helps
practitioners make informed decisions, assess the impact of their efforts, and adapt their strategies as needed. The following
are key aspects of research in public relations;
✓ Audience Analysis: Understanding the target audience is fundamental. This involves identifying demographics,
psychographics, preferences, and behaviors of the audience to tailor communication strategies accordingly.
✓ Media Monitoring: Tracking media coverage and mentions of the organization or individual in various media outlets. This
helps in assessing the current public perception and identifying emerging issues or crises.
✓ Message Testing: Before launching a PR campaign, it's essential to test messages and communication materials to ensure
they resonate with the intended audience and convey the desired message.
✓ Competitive Analysis: Researching and analyzing the PR strategies and activities of competitors can provide valuable
insights and help an organization differentiate itself.
✓ Crisis Preparedness: Developing plans and strategies to address potential crises and conducting scenario-based research
to anticipate and plan for crises.
✓ Measurement and Evaluation: After implementing PR strategies, measuring their effectiveness is crucial. This may
involve assessing changes in public perception, brand reputation, website traffic, social media engagement, or other
relevant metrics.
✓ Stakeholder Engagement: Identifying and understanding key stakeholders (e.g., customers, employees, investors,
regulators) and their concerns is essential for building and maintaining positive relationships.
✓ Social Media Analysis: Monitoring and analyzing conversations on social media platforms to gauge public sentiment,
identify trends, and address issues in real-time.
✓ Surveys and Focus Groups: Conducting surveys and focus groups to gather direct feedback from the target audience.
This qualitative and quantitative data can inform PR strategies.
✓ Trend Analysis: Staying up-to-date with industry trends, societal shifts, and emerging issues that may impact the
organization's reputation or communication strategies.
,PUBLIC RELATIONS RESEARCH AND EVALUATION (CONT’D)
THE BARCELONA PRINCIPLE
• The Barcelona Principles is a set of seven principles that provide the framework for effective public
relations (PR) and communication measurement. The principles were originally adopted by about 200
delegates from over 30 countries at the 2nd Annual European Summit on Measurement in Barcelona,
Spain in 2010, convened by the International Association for Measurement and Evaluation of
Communication (AMEC).
• These principles represent the first internationally agreed set of standards on the measurement of public
relations campaign and now progress being made on developing the means of implementing them.
• The Barcelona Principles outline the basic principles of PR and communication measurement and
represent an industry-wide consensus on this topic. They are intended to not only demonstrate proof of
performance, but how to foster continuous improvement. The Principles serve as a guide for
practitioners to incorporate the ever-expanding media landscape into a transparent, reliable, and
consistent framework. They are considered foundational in that specific measurement programs with
clearly stated goals can be developed from them. The Barcelona principle state (AMEC 2010).
i. The importance of goal setting and measurement
ii. Measuring the effect on outcomes is preferred to measuring outputs.
iii. The effect on business results can and should be measured where possible.
iv. Media measurement requires quantity and quality.
v. AVEs (Advertising Value Equivalents) are not the value of public relations.
vi. Social media can and should be measured.
vii. Transparency and replicability are paramount to sound measurement.
, PUBLIC RELATIONS RESEARCH AND EVALUATION (CONT’D)
The Principles are relevant to organizations, governments, companies, and brands globally. While initially
adopted in June 2010, they have now been updated to reflect changes in the communication field with input
from a wide array of organizations and individuals. As next steps, the industry needs to support the continued
adoption of the principles and help professionals understand how to apply them.
1.The importance of goal setting and measurement: Public relations and communication programs should
begin with clear objectives and goals. Measurement and evaluation efforts should align with these goals.
2.Measuring the effect on outcome is preferred to measuring outputs: Instead of just measuring the
outputs of PR activities (such as press releases or media coverage), PR practitioners should focus on
measuring outcomes, which reflect the broader impact on the organization's goals and reputation.
3.The Effect on Business Results Can and Should Be Measured: PR efforts should be evaluated in terms
of their influence on business outcomes, such as sales, revenue, or customer behavior.
4.Media measurement require quantity and quality: PR professionals should use specific metrics and key
performance indicators (KPIs) that can be quantified to assess the impact of their campaigns.
5.AVEs (Advertising Value Equivalents) are not the value of public relations: The value of PR and
communication efforts should not be measured solely based on advertising equivalent value (AVE), as this
does not capture the full scope of their impact.
6.Social Media Can and Should be Measured: PR professionals should employ appropriate measurement
techniques to assess the impact of their social media efforts. This includes tracking engagement, reach, and
other relevant metrics.
7.Transparency and Replicability are Paramount to sound measurement: Measurement and evaluation
processes should be transparent, and results should be replicable. This means that others should be able to
understand and duplicate the measurement methods used.
