London, 3 September, 2015A new look to the first international framework for measuring communications performance was unveiled today, reflecting the huge changes in the media landscape which have taken place.

Barcelona Principles 2 - logo


Barcelona Principles 2.0 was launched by the International Association for Measurement and Evaluation of Communication (AMEC) in London.

The new framework was developed by AMEC in conjunction with the original partners involved in the original Barcelona Principles of 2010 – ICCO, Institute for Public Relations, PRCA, PRSA and The Global Alliance.

This marks the first update to The Barcelona Principles in the five years since they were launched at the AMEC International Summit in Barcelona in 2010 as the first global standard of effective public relations measurement. The new changes come only two months after delegates at AMEC’s International Summit in Stockholm called for the Barcelona Principles to be reviewed.

David Rockland, Ketchum Partner and Immediate Past Chairman of AMEC, who led the original discussion which evolved the Barcelona Principles in Spain in 2010, and who chaired the international working group during the summer to develop an updated framework.

AMEC also included: corporate clients (including the Cleveland Clinic and Philips), Paul Njoku, Evaluation Lead, Government Communication Service, UK Government; and leading academic, Professor Jim Macnamara, University of Technology, Sydney, in the working group review.

David Rockland said: “In 2010, the development of the Barcelona Principles was a powerful moment in time in the development of public relations.

“The original set of Principles was never intended to be a final or complete solution, but simply a place for us to start. What AMEC and our partners have now done is refresh the Barcelona Principles to reflect the significant changes we have seen in the media landscape and the emergence of integrated communications.”

Rockland believes that if the original set of Principles focused more on “what not to do,” the updated Barcelona Principles of 2015 now provide more guidance on “what to do.”

Key points of the revised Barcelona Principles are:

Barry Leggetter, CEO of AMEC, said: “The launch of Barcelona Principles 2.0 represents the first stage in a global education programme.

“AMEC is calling on all PR firms, PR associations, AMEC members and academics to back this cross industry initiative and endorse the new Principles.

“We have a new opportunity to make Barcelona Principles 2.0 internationally known – and used.”

As AMEC’s only full member in Africa, Ornico (the brand intelligence research company) will host several webinars and talks in September 2015 in South Africa, Kenya and Nigeria. The Barcelona Principles 2.0 will be a major discussion point during these sessions, which forms part of AMEC’s Measurement Month events.


 About AMEC                                                               

AMEC is the world’s largest trade body representing communications research, measurement and insights. AMEC has over 140 members in 40 countries, including media intelligence companies, global PR Groups, Government departments and Non-Profit organisations.

For further information contact:

Barry Leggetter
+44 7748 677504 or +44 1268 412414.

About Ornico

Ornico provides, reputation, media, advertising and brand research across the African continent. From editorial and advertising monitoring services, social media analytics to advanced brand research, Ornico provides a holistic and independent view of brand performance as reflected by traditional as well as social and digital media. It provides insights and intelligence to many multinationals, top African companies, governments and public entities.

For further information contact:

Francois van Dyk
Head: Operations
Tel: +27 11 884-5041
Twitter: @OrnicoMedia