Beyond clipping: the challenge of measuring what truly matters
The Barcelona Principles 2.0, promoted by AMEC, provide a clear roadmap for evaluating an organization’s communication efforts. Instead of relying on outdated metrics such as AVE (Advertising Value Equivalency), these principles emphasize:
- Setting clear, measurable objectives
- Measuring outcomes and benefits—not just activities
- Combining qualitative and quantitative indicators
- Connecting communication efforts to real organizational objectives
However, even this framework can fall short when it’s not integrated with a digital and performance mindset capable of linking influence to purchase intent and, eventually, conversion — a connection that requires public relations performance measures and evaluation indicators that reflect real organizational impact.
The InfoSol model: reputation + intent + conversión
Our hybrid approach is built on three levels of measurement that encompass both communication impact and commercial impact.
1. Visibility and perception (AMEC and Barcelona metrics)
We evaluate media coverage through depth, tone, quality, and strategic alignment, including:
- Number of media mentions (offline and online)
- Media quality (relevance for the target audience)
- Inclusion of key messages
- Spokesperson participation
- Tone (positive, neutral, negative)
- Share of voice versus competitors
- Overall sentiment in media and social channels
These metrics serve as essential indicators of public relations, showing how the brand is being perceived and how well it is positioned within key industry conversations.
2. Digital impact and user behavior
Here we measure how media presence influences digital activity and engagement. Key metrics include:
- Referral traffic from earned media to client websites
- Social interactions derived from PR actions
- Click-throughs on links within articles or interviews
- Growth in branded search volume
- Increases in website visits following PR campaigns
- Visits to landing pages or forms tied to communication initiatives
This level directly connects public relations to intent indicators—those closest to the commercial funnel.
3. Connection to business objectives (performance)
When applying public relations performance measures, agencies don’t always have direct access to sales data, but we can measure clear signals of commercial contribution, such as:
- Leads generated from PR-driven content
- Assisted conversions from referral traffic
- Backlinks that strengthen SEO
- Visibility in AI-driven search, geo-search, conversational queries, and organic SEO
- Influence on decision-making through authoritative content (interviews, studies, whitepapers)
This is how metrics to measure results demonstrate the connection between reputation and real business contribution.
Why this approach is necessary today
Because clients want more than coverage numbers—they want to know whether the audience listened, reacted, and acted.
In a world where buying decisions begin on Google or social platforms, a PR campaign’s ability to influence digital conversations and search behavior is essential.
Measuring is more than counting
At InfoSol, we don’t rely on reporting alone—we apply public relations performance measures to improve, optimize, and demonstrate the real value of communication.
Our evaluation model focuses on answering the questions that truly matter:
- What perception did we generate?
- Whom did we reach?
- What actions did we provoke?
- What results did we support?
And we do this by integrating reputation metrics with digital performance indicators, while maintaining the ethical and strategic rigor promoted by AMEC and the Barcelona Principles.
