This week I am talking with Richard Bagnall, CEO of PRIME Research UK Ltd and board director of the International Association for Measurement and Evaluation of Communication (AMEC).

The focus of our interview is around the Barcelona Principles, a set of seven voluntary guidelines established by the public relations industry to measure the efficacy of PR campaigns.

We’ll be covering the importance of goal setting, measuring outcome versus output, the complete nonsense of Advertising Value Equivalents (AVEs) and much more…

Richard is a 20 year veteran of the PR and communications measurement industry. He was co-owner and MD of Metrica for 18 years, then led its sale to Gorkana where he remained as MD of global insights for 5 years.

In 2014 he joined global communications measurement specialists PRIME Research where he leads the company s traditional and social media measurement consultancy practice throughout Europe.

Richard is a board director of AMEC, chair of its social media measurement group, a member of the CIPR s social media panel and advises HM Government s comms strategy through his role on the Cabinet Office Evaluation Council.

He co-authored the UK Government s digital communications review , the findings of which were accepted and are now being implemented.

Links for this podcast:

• Richard’s Twitter Account
• AMEC s social media measurement frameworks and user-guide
• Social Media Measurement Frameworks (the paid owned and earned is the most relevant from an integrated comms point of view).
• Overview of AMEC s next steps towards revising the above frameworks into a single new, integrated comms framework model as well as the update work to the Barcelona Principles.
• The Barcelona Principles Compliance Manifesto (download and print PDF) from Katie Paine.

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