The Barcelona Measurement Principles
Are We There Yet, and Does It Really Matter?
By Frank Ovaitt, Executive Vice President, Makovsky + Company
Two hundred and twenty research and measurement professionals from 33 countries sat together in Barcelona recently and contemplated a problem that has plagued public relations since the first news-clip: the lack of standards for measuring what we do.
The occasion was the European Summit on Measurement. The resulting "Barcelona Declaration of Measurement Principles," debated one-by-one and voted up by the delegates, addresses: ...
