Barcelona Declaration of Research Principles


Yesterday, June 21, the «Barcelona Declaration of Research Principles» was signed at the International summit in Barcelona.

According to the President of PR-agency «Mainstream Communication & Consulting» Valentyn Korolko, PR professionals knew it all along that reliability of measurement and evaluation of the communication work done was one of the most complicated and obscure tasks in their activity. This problem has objective character in many cases. After all, it is not that easy to find accurate measures of changes achieved through implementation of a PR-campaign. Here it is necessary to use the full range of analysis methods, because we don’t have one simple and universal method or tool for correct evaluation of PR efficiency. Therefore, we need relevant sociological methods of qualitative and quantitative research, monitoring of social environment, public moods, and opinions of target audiences, as well as a complex of communication and PR audits.

The Declaration is the first international document developed to standardize research and communication tools in the sphere of corporate and individual public relations. The principles will be tweaked on the website of organizers — the Association for Measurement and Evaluation of Communication (AMEC) until the mid July.

Thereafter on July 22, the final version of the Declaration will be published.

«Qualitative research requires considerable financial expenses and professional skills. As you may know, today expenses on research efforts amount to 1-2% from the total PR budget at best, even in the leading companies of Ukraine. That is why PR specialists often employ inadequate and simplified methods for evaluation of their work, including advertising value equivalent, banal counting of publications, etc. Moreover, it’s surprising that top-managers are often satisfied with it.»

The «Barcelona Declaration of Research Principles» may be regarded as a major step to change this state of affairs. It was signed by such leaders of professional international PR industry like Association for Measurement and Evaluation of Communication (AMEC), The Global Alliance, IPR Measurement Commission, Public Relations Society of America (PRSA), and the International Communications Consultancy Organization (ICCO)."

Valentyn Korolko.