The Development of International Standards for Measurement and Evaluation of Public Relations and Corporate Communication: A Review

International surveys consistently show that measurement and evaluation are collectively the most talked about and most vexed aspect in public relations and corporate communication. In 2010, a group of international PR and communication organisations collaboratively adopted the Barcelona Declaration of Measurement Principles, calling for research-based measurement and evaluation. However, a 2011 US study found that most practitioners still do not undertake measurement and evaluation and the 2012 European Communication Monitor reported that 75 per cent of practitioners found an inability to prove the impact of communication activities on organisational goals as a major barrier to professionalisation and progress.

This research report reviews the latest initiatives in the development of international standards for measurement and evaluation of PR and corporate communication and critically assesses progress as well as remaining gaps and inconsistencies that need to be resolved.

This report reviews standards adopted so far and critically examines more than 30 metrics used in media and communication campaigns including reach, impressions, tone and sentiment of content, cost per thousand (CPM), Return on Investment (ROI) and engagement, as well as M&E theories and models developed internationally.

It points to a number of steps to address gaps and inconsistencies identified and proposes actions for academics, practitioners and professional industry organisations to address the challenges outlined.

Acknowledgement of Country

UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.