The international Association of Measurement and Evaluation Companies (AMEC) kicked off its 2nd European Summit on Measurement in Barcelona today, where two hundred delegates from 33 countries have agreed on the following 7 Guiding Principles of Measurement:
1.Goal setting and measurement are fundamental to doing PR
2.Goals should be as quantitative as possible and address who what when and how much the PR program is intended to affect
3.Measurement should include representative traditional and social media as well as target audience changes in awareness comprehension attitude and behavior as applicable.
4.Aves are not the value of public relations
5.Social Media Can and Should be measured
6.Measuring Outcomes is preferred to measuring media results
7.Business results and outcomes should be measured whenever possible
(KD Paine provides the sub bullets to each of the 7 principles above here)
If you want to follow the discussion on Twitter: #AMEC10