CorpComms Magazine

Almost nine out of ten (89 per cent) of the delegates at the 3rd European Summit on Measurement in Lisbon last week believe that the industry should focus on the appropriate methods to measure the return on investment of public relations.

Measuring return on investment emerged as the top of four priorities among PR professionals from 33 countries who met in Lisbon to discuss the future of public relations research, measurement and evaluation.

The meeting followed a conference in Barcelona last year at which the so-called Barcelona Principles, incorporating seven immutable principles on measurement and evaluation, were drafted and unveiled.

More than eight out of ten attendees (83 per cent) also believe the industry should focus on creating and adopting global standards for social media measurement, while 73 per cent believe that measurement of PR campaigns and programmes needs to become an intrinsic part of the PR toolkit.

Much progress will depend, however, on educating clients on the need to demand that outputs, outcomes and business results of all campaigns are measured; 61 per cent of delegates considered this a priority.

share me: del.icio.us | digg | reddit | Tweet