Demonstrating the Value of the Work You Do — Part 3

Barcelona Principle 6, and the Valid Metrics Grids

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Measurement & ROI

The Barcelona Principles dismissed Advertising Value Equivalents (AVEs) as a bankrupt measurement approach. What replaces AVEs? The answer is a set of metrics and key performance indicators for every form of public relations and every stage of a public relations program. This webinar will show you how to use these metrics and make the best choices in program measurement.


Photo of David Rockland, Ph.D.

Rockland joined Ketchum in 2000 and led the development and implementation of the Barcelona Principles. He is responsible for the research business at Ketchum, including its global network across the United States, Costa Rica, Brazil, China, Germany and the U.K. He also is responsible for Ketchum Pleon Change, the firm’s management consulting enterprise. He manages approximately 180 people across the two business units. He also was responsible for forming Ketchum Interactive, now known as Ketchum Digital. Rockland is a member of the IPR Commission on PR Measurement and Evaluation, and was its chairman for 2007 and 2008. He is on the board of the International Association for Measurement and Evaluation of Communication, and created the North American chapter, of which PRSA is a key contributor.


Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.