Measurement has always been a problem in PR. For years, PR pros have used fluffy metrics (and some continue doing so). Those metrics are not what C-level people care about, they're not what will get you budget.
There's also been a lot of effort put in from the PR industry itself to solve this problem.
One such example are the Barcelona Principles. They were first introduced by AMEC in 2010 and recently got their third refresh.
Let's take a look at them:
It's important to take a look at the difference between the latest 3.0 version from 2020 and the previous 2010 and 2015 versions because the adjustments reflect how much the business world has changed over the last decade.
You won't spot a ton of changes with the 2.0 version but a few are important:
Here's where you can find more practical tips on applying each of the principals.
As much as I like and agree with the Barcelona Principles, they are just that - principles. Of course, these are important as what needs to change is the mindset of PR people towards how they approach and measure their work, however, they also need an easy method on how to actually plan, measure and use numbers to prove results.
The principles are more of a checklist for you to ensure that you're complying with the global best practices that the principles outline.
I've written a lot about how to actually measure results in my Inbound PR book and provide a ton of examples so grab it if you want to learn more: