Barcelona Principle #1: Set Measurable Goals

Learn Proven Techniques for Setting Objectives for Success

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 are the first-ever PR measurement standards adopted by hundreds of associations, companies and individuals. They range from how to set goals that are measureable to how to demonstrate the ROI of what you do. This webinar explains the first principle and includes how to:

  • Identify “good” and “bad” objective statements.
  • Link objectives and results with the overall goals of the business.
  • Avoid some of the pitfalls, such as using the term “creating buzz” as a key performance indicator.


Pauline Draper-Watts, executive vice president, lead for measurement and analytics, Edelman Berland

Photo of Pauline Draper-Watts

Draper-Watts' expertise extends into examining the contribution of social media, publicity and PR to the overall health of a brand, linking media analysis to other research and integrating it with additional metrics. Pauline is past Chair for the IPR’s Commission on Public Relations Measurement & Evaluation which exists to develop and promote standards and methods for public relations research, measurement and analytics that contribute to ethical, strategic and effective public relations. In this role she worked with AMEC, the Global Alliance, the International Communications Consultancy Organization (ICCO) and the PRSA to craft the “Barcelona Declaration of Measurement Principles.”



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