Strana 10
8
TRADITIONAL PR SERVICES AS THE KEY TO BUSINESS SOLUTIONS IN THE AGE OF AI – PRAM Consulting s.r.o.
Effective
communication
measurement and
evaluation require
a combination of
qualitative and
quantitative analyses.
This is a cornerstone of
measurement that has
been consistent since
the first versions of the
Barcelona Principles and
was already emphasized in
Patrik Schober‘s book The
Art of Leadership through
Public Relations. It is
based on four key levels of
evaluation. The first two,
Outputs and Out-takes,
fall within the realm of
quantitative metrics, while
Outcomes and Impact are
qualitative in nature.
PRINCIPLE
4
M
E
A
S
U
R
E
M
E
N
T
A
N
D
E
V
A
L
U
A
T
I
O
N
,
I
N
S
I
G
H
T
S
A
N
D
L
E
A
R
N
I
N
G
P
R
E
P
A
R
A
T
I
O
N
ORGANIZATION
Impact
Organizational
objectives
Align objectives
Audience response
& eects
Plan, set targets
& other imputs
Communications
objectives
Target
audience
Strategy
Activity
Implement
Measure
activity
Output
Out-takes
Outcomes
Organization
stakeholder
eects
I
M
P
L
E
M
E
N
T
A
T
I
O
N
Download the full ebook summarizing
the Barcelona Principles 4.0