Following the third European Summit on Measurement in Lisbon, nearly 200 delegates contributed to the creation of the Measurement Agenda 2020, a series of steps to build upon the outcome of last year’s conference, the Barcelona Principles of Measurement.

Both campaigns are led by the International Association for Measurement and Evaluation of Communications (AMEC) and the Institute for Public Relations, the organisers of the Summits.

Delegates voted from among 12 issues, and rated how to measure the return on investment (ROI) of public relations as the most pressing (with 89%) followed by the need to create global standard for social media measurement (83%), measurement becoming an intrinsic part of the PR toolkit (73%) and client education around the measurement of outputs, outcomes and business results from PR programs (61%).

Solid outcomes can be found in the form of the Valid Metrics for PR Measurement document, which provides a one-approach fits-all methodology.

Tags: AMEC, Barcelona Principles, measurement, Measurement Agenda 2020, metrics