Strana 11
9
Today, measurement must evolve to tell authentic stories about the impact of communication,
not just present numbers. The adoption of the Barcelona Principles 4.0 strengthens trust,
promotes accountability, and paves the way for continuous improvement of evaluation
processes, representing a fundamental shift in how PR demonstrates its value and impact.
Non-informative metrics
(e.g., AVE) should not be
used. Instead, measure
and evaluate the value
of communication based
on its results and impact.
The principle continues to
clearly reject the use of AVE,
which is still used by about
half of communication
managers worldwide,
and adds other irrelevant
metrics. There is also a shift
from „what not to do“ to
„how to do it right.“
PRINCIPLE
5
Measurement and
evaluation should report
outputs, outcomes,
and impacts in relation
to the organization
and stakeholders.
The principle now places
greater emphasis on
linking measurement to
long-term impact and
adeeper understanding of
stakeholder perceptions
and needs.
PRINCIPLE
6
Ethics, governance,
and transparency in
working with data,
methodologies, and
technologies build trust
and support learning.
Instead of general
transparency, the new
emphasis is on ethics,
governance, and working
with technologies. This
opens the principle to
modern challenges such as
responsible data handling
and trust building.
PRINCIPLE
7