No, the Barcelona Principles are not a mandate for an afternoon siesta or reference to how much saffron should go in your paella recipe. Rather, they are extensive, industry-wide consensus on measurement and evaluation of communications planning and execution. Now in its third iteration, the Barcelona Principles 3.0 were created by AMEC, the international association for the measurement and evaluation of communication.

The principles are as follows:

1. Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation.
2. Measurement and evaluation should identify outputs, outcomes, and potential impact.
3. Outcomes and impact should be identified for stakeholders, society, and the organization.
4. Communication measurement and evaluation should include both qualitative and quantitative analysis.
5. AVEs are not the value of communication.
6. Holistic communication measurement and evaluation includes all relevant online and offline channels.
7. Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights.

At FrazierHeiby, we believe in the accountability of our work, which is why we apply the Barcelona Principles to the strategic planning and programming we execute on behalf of our clients. Doing so enables us to not just show the value of our clients’ investment at the conclusion of a campaign, but it allows us to track the success of our efforts and optimize in real time.

For more information on AMEC’s Barcelona Principles, click here.

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