Demonstrating the Value of the Work You Do
The Barcelona Principles
Category: Measurement & ROI
This Course is not currently available. Email the Professional Development Department to inquire about future availability of this program.
In June 2010, public relations industry representatives from more than 30 countries gathered in Barcelona and adopted the first-ever principles of public relations measurement. These foundational standards were guided in a major way by The Business Case for Public Relations™. This half-day seminar will teach you how to apply the Barcelona Principles and standards in the work you do every day. This seminar is highly interactive, with a variety of hands-on exercises, and covers topics including:
- Setting goals. You can’t measure without first setting goals. This seminar will show you how to set goals that can be measured, as well as how to avoid some of the pitfalls, such as using the term “creating buzz” as a key performance indicator. Good research has certain inherent principles in terms of transparency and replicability. This seminar also will cover how to ensure that measurement is done in a manner that is methodologically sound and can live up to the greatest scrutiny from your boss, client or CFO.
- Three tiers of measurement. In the Barcelona Principles, there are three tiers of measurement — outputs, outcomes and business results. This seminar will show you what good media measurement looks like, both traditional and social, and also how to measure target audience change and related business results. Participants will learn what is the good, bad and ugly of each form of measurement, and how to make smart choices in creating or managing a measurement program.
- Metrics and Key Performance Indicators (KPIs). The Barcelona Principles dismissed Advertising Value Equivalents (AVEs) as a bankrupt measurement approach. So, what replaces AVEs? The answer is a set of metrics and key performance indicators for every form of public relations and every stage of a public relations program. This semniar will show you how to use these metrics and make the best choices in program measurement.
Instructors
With her experience as a market and communication researcher, Mary Elizabeth Germaine, senior vice president/director, Ketchum Global Research & Analytics, is responsible for the overall management of the research group and counsels clients on how to best use quantitative and qualitative research methods to develop their communication strategies. On joining Ketchum, she launched and managed Ketchum Reputation Lab. Prior to joining Ketchum, she was a senior project manager at Roper Starch Worldwide in the public affairs division, managing custom research for a variety of clients. And as a senior project director at Capstone Research, she managed sales tracking studies for tobacco and food companies, determining how various promotions and point of sale/purchase materials affected overall sales.
Juliette Terrazas, research director, Ketchum Global Research & Analytics, oversees the management of Ketchum’s Global Research & Analytics global clients. The majority of her work focuses on developing research insights that inform branding and communication strategy as well as measurement of communication tactics. Prior to joining Ketchum, she focused on international research for clients in the media and technology sectors in the United Kingdom, and led multiple studies designed to understand media consumption habits of different audiences to identify opportunities to better engage consumers and to understand opportunities for different digital platforms in the future.
Lindsey Marshall, senior project manager, Ketchum Global Research & Analytics, serves as a senior project manager with Ketchum Global Research & Analytics. With a focus on corporate reputation and qualitative research, she works with clients to determine how to make the best use of research methods to develop strategic communication strategies and then measure the impact of those communications. She has led large-scale projects that utilize qualitative and quantitative data collection, including global corporate branding, and organization assessment and growth initiatives. She has also executed numerous studies to determine key drivers of corporate reputation and key messages that enhance perceptions of a company or industry. Prior to joining Ketchum in 2008, she spent two years working for Hillary Clinton in both her Senate office and on her presidential campaign.
Kate Flaherty, research associate, Ketchum Global Research & Analytics, joined Ketchum’s New York office in 2011, and has since completed a number of program measurement projects and new business development for Ketchum offices worldwide. She has written and analyzed quantitative research studies, but her particular area of interest lies in qualitative research. She also is practiced in data collection and analysis using qualitative methods. Her experience includes corporate communication audits, message testing, product launches and branding initiatives. Prior to joining Ketchum, she worked at a start-up social media market research firm, analyzing social media conversation and creating in-depth reports evaluating and exploring conversation themes to provide qualitative and quantitative answers to clients’ marketing questions.
