• Member Login
  • Contact
  • Resources

Lost your password?

  • English English English en
  • العربية العربية Arabic ar
  • Indonesia Indonesia Indonesian id
  • Melayu Melayu Malay ms
  • Български Български Bulgarian bg
  • hrvatski hrvatski Croatian hr
  • Čeština Čeština Czech cs
  • Dansk Dansk Danish da
  • Suomi Suomi Finnish fi
  • Français Français French fr
  • Deutsch Deutsch German de
  • Ελληνικά Ελληνικά Greek el
  • हिन्दी हिन्दी Hindi hi
  • Italiano Italiano Italian it
  • 简体中文 简体中文 Chinese (Simplified) zh-hans
  • Norsk bokmål Norsk bokmål Norwegian Bokmål no
  • Română Română Romanian ro
  • Русский Русский Russian ru
  • српски српски Serbian sr
  • Slovenčina Slovenčina Slovak sk
  • Slovenščina Slovenščina Slovenian sl
  • Español Español Spanish es
  • Svenska Svenska Swedish sv
  • Tagalog Filipino Tagalog Filipino Tagalog Filipino tgl
  • Tamil Tamil Tamil ta
  • ไทย ไทย Thai th
  • Türkçe Türkçe Turkish tr
  • اردو اردو Urdu ur
  • Tiếng Việt Tiếng Việt Vietnamese vi
  • 日本語 日本語 Japanese ja
AMEC

International association for the measurement and evaluation of communication

  • Education
    • AMEC Online College
      • AMEC International Certificate in Measurement & Evaluation
        • Foundation Course – Coming 2020
        • Masters – Coming 2021
      • Student Testimonials
      • FAQs
      • AMEC Academic Advisory Group
  • Resources
    • Barcelona Principles 3.0
    • Measurement Methodology
    • The AMEC Mentoring Programme
    • Videos
    • AMEC Measurement Month 2020
    • Case Studies
    • Find a Speaker
  • Events
    • Events Calendar
      • Upcoming Events
    • Measurement Month
      • 2020 Events
      • 2019 Events
      • 2018 Events
    • Summits
      • 2020 Summit
      • 2019 Summit
      • 2018 Summit
      • 2017 Summit
    • AMEC Awards
      • 2021 Awards
      • 2020 Awards Winners
      • Past Award Winners
      • Don Bartholomew Award Winners
  • About
    • Who We Are
      • About AMEC
      • AMEC Board of Directors
      • AMEC Special Interest Groups
      • Partners & Alliances
    • Chapters
      • North American Chapter
      • European Chapter
      • Asia Pacific Chapter
      • Latin America Chapter
  • Insights
  • Membership
    • Join AMEC
      • Membership Categories
    • Membership Directory
      • See all Members
    • AMEC Board Elections
      • AMEC Elections 2021 Results
      • AMEC AGM 2020
      • AMEC Elections 2020 Results
      • AMEC Elections 2019 Results
    • Exclusive for Members
      • AMEC Webinars 2021 (members only on-demand)
      • AMEC Measurement Month 2020
      • AMEC Agency Toolkit Series
      • AMEC NFP SIG “Ask the Experts” Series
      • AMEC North America Chapter “Ask the Experts” Series
      • AMEC Global Membership Survey
  • Resources
  • Menu Menu

Barcelona Principles 3.0

You are here: Home » News » Barcelona Principles 3.0

Barcelona Principles 3.0

9th July 2020/in News AMEC Executive Team /by Julie Wilkinson

Barcelona Principles 3.0, presented during the AMEC Virtual Summit by Ben Levine, Director & Partner, TRUE Global Intelligence and AMEC Board Director.

The 2020 evolution of the globally trusted Barcelona Principles will sharpen the communications industry’s focus on inclusion, impact, and integrity.

It is ten years since the Barcelona Principles first presented an industry-wide consensus on measurement and evaluation, and five years since its last update. In the fast-moving communications industry, much has changed in that time.

Reflecting this, Barcelona Principles 3.0 acknowledges that common practices in 2010 – even 2015 – may now be outdated, with game-changing shifts particularly over the last 2-3 years. Furthermore, it has broadened its relevance to a wider and more diverse range of organisations and roles to reflect that measurement and evaluation best practice is equally essential in government communications, charities, NGOs, and other non-commercial entities.

Barcelona Principles 3.0: an explanation

  1. Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation.

The founding principle of SMART (specific, measurable, actionable, relevant, and time-bound) goals as a foundation for communications planning has been promoted to an essential prerequisite. It pushes measurement and evaluation as a core component of the planning process, articulating target outcomes and how progress towards these will be assessed.

  1. Measurement and evaluation should identify outputs, outcomes, and potential impact.

Previously, the Principles recommended measuring outcomes, rather than simply counting outputs. The updated principles extend this to consider longer term impact of communications strategy. According to Levine, this means thinking about “the channels we are impacting, and change we would like to see through campaigns, events and activations.”

  1. Outcomes and impact should be identified for stakeholders, society, and the organization.

From the original focus on business metrics, such as sales and revenue, the 2020 update embraces a more holistic view of performance. It allows the model to be more inclusive of a broader range of organisations and communications roles that are not necessarily profit-driven.

  1. Communication measurement and evaluation should include both qualitative and quantitative analysis.

“To understand the full impact of your work, it is crucial that you use the full suite of methods to measure those outcomes,” summarised Levine in describing the evolution of this principle to not just quantify but also understand how messages are being received, believed and interpreted.

  1. AVEs are not the value of communication.

The message remains consistent and clear; “we continue to believe that AVEs do not demonstrate the value of our work.” It is important that communications measurement and evaluation employs a richer, more nuanced, and multi-faceted approach to understand the impact of communications.

 

  1. Holistic communication measurement and evaluation includes all relevant online and offline channels.

Our founding principle that social media can and should be measured is so obvious today. The 2020 iteration reflects the game-changing shift in social communications’ capabilities, opportunities, and influence, such that all relevant online and offline channels should be measured and evaluated equally. The AMEC measurement framework promotes clarity across earned, owned, shared, and paid channels to ensure consistency in approach towards a common goal.

  1. Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights.

Sound, consistent, and sustained measurement calls for integrity and transparency in recognition of today’s attention to data privacy and stewardship as organisations comply with new regulations, such as GDPR. This is also a statement that measurement isn’t simply about data collection and tracking, but about learning from evaluation and applying insight back into communications planning. It recognises the need to be transparent about the context in which programmes are run and being aware of any bias that may exist in the tools, methodologies and interpretations applied.

Barcelona Principles 3.0 is the result of a true team effort across the world. They have evolved to be applicable to the world in which the communications industry and all who work within it now operate and will continue to develop for years to come.

Download the Barcelona Principles 3.0 Presentation here

.

 

Tags: #amecsummit, AMEC Virtual Summit, Barcelona Principles, Barcelona Principles 3.0, BP, BP3.0
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail
https://amecorg.com/wp-content/uploads/2021/01/AMEC-25.png 0 0 Julie Wilkinson https://amecorg.com/wp-content/uploads/2021/01/AMEC-25.png Julie Wilkinson2020-07-09 20:39:502020-07-13 14:28:53Barcelona Principles 3.0

News and Spotlights

AMEC Mentor Program
News

The Launch of the AMEC Mentoring Programme

1st February 2021

AMEC Measurement Month 2020
News

25 Years On Measurement Matters More Than Ever

30th October 2020

See more News Stories
AMEC Measurement Month Announced soon
Visit the AMEC Resource Centre
Winners Announced
Amec News

Keep up to date with the latest news and trends



By clicking Submit, you have read and agreed to receive emails from AMEC. You can find more in our Privacy Policy.

Connect with AMEC

Quick Resources

  • M3- Measurement Maturity Mapper
  • Integrated Evaluation Framework
  • PR’s Guide to Measurement
  • Events Calendar
  • Measurement Month
  • Speakers Bureau
  • Resources

Member Areas

  • AMEC Global Membership Survey
  • Membership Directory
  • Exclusive for Members
  • Privacy Policy Terms and Conditions
  • Sitemap
  • Resources
Copyright © 2021 AMEC. All Rights Reserved. All Trademarks Acknowledged. - Website by Blaze Concepts
Sandra Macleod – winner of the Don Bartholomew Award 2020 Virtual-Summit-2020-Announcement New Horizon: Data helps daters in 2020
Scroll to top

This site uses cookies. By continuing to browse the site, you are agreeing to our use of cookies.

Accept settingsSettings

Cookie and Privacy Settings



How we use cookies

We may request cookies to be set on your device. We use cookies to let us know when you visit our websites, how you interact with us, to enrich your user experience, and to customize your relationship with our website.

Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.

Essential Website Cookies

These cookies are strictly necessary to provide you with services available through our website and to use some of its features.

Because these cookies are strictly necessary to deliver the website, refuseing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.

We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.

We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.

Other external services

We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.

Google Webfont Settings:

Google Map Settings:

Google reCaptcha Settings:

Vimeo and Youtube video embeds:

Privacy Policy

You can read about our cookies and privacy settings in detail on our Privacy Policy Page.

Privacy Policy Terms and Conditions
Accept settingsHide notification only