PR Measuring Success

Which of the following statements best reflects the focus of Barcelona Principles 3.0?

• Proving the financial value of PR through AVEs

• Focusing only on media coverage

• Measuring what matters to drive organisational improvement

• Creating a holistic and outcome-driven measurement approach

According to the Principles, what is considered an absolute prerequisite to communication planning?

• High social media engagement

• Setting measurable goals

• Using AVEs

• Conducting influencer campaigns

In the context of evaluation, what is the key difference between outputs and outcomes?

• Outcomes are only about media coverage

• Outputs are the content produced; outcomes are the changes in attitudes, beliefs, or behaviour

• Outputs are measured qualitatively

• Outcomes have no relevance in digital marketing

What is the recommended approach to AVEs according to Principle 5?

• Use them only for digital media

• Use them alongside qualitative metrics

• Do not use AVEs at all; they are invalid

• Use AVEs with a multiplier for pass-along value

Which of the following best represents the purpose of the AMEC Integrated Evaluation Framework?

• To compare communication budgets across agencies

• To track social media likes and impressions

• To connect communication activities to outputs, outcomes, and organisational goals

• To set benchmarks based solely on media reach

Principle 4 encourages a combination of which two types of measurement?

• Paid and organic metrics

• Traditional and digital metrics

• Qualitative and quantitative analysis

• KPIs and AVEs

Which of these is an example of an outcome rather than an output?

• Number of press releases sent

• Social media reach

• Change in customer perception

• Number of blog posts published

What does Principle 6 suggest about measuring communication across channels?

• Only measure traditional PR and earned media

• Focus mainly on impressions

• Evaluate all relevant online and offline channels consistently

• Use the same KPIs across all brands

What should communication professionals avoid when measuring impact?

• Measuring audience engagement

• Using cost-based metrics like AVEs

• Identifying behavioural change

• Including qualitative data

According to Principle 7, what must measurement and evaluation always be rooted in?

• High ROI and reach

• Paid media metrics

• Integrity and transparency

• Competitive benchmarking