Measuring the ‘New Normal’: Integrating PESO and the Barcelona Principles

Today’s communicator wears many hats. You have to balance crisis response, media coverage, storytelling campaigns, influencer partnerships, branding and more. As roles across the communications landscape become increasingly integrated, especially in light of COVID-19 adjustments, it’s more important than ever to adopt multifunctional communications strategies and measure what’s working—and what’s not. Through the lens of the PESO model (Paid/Earned/Shared/Owned), Katie Delahaye Paine, Founder and CEO of Paine Publishing, will show you how to better set communications goals that align with business decisions. Following her presentation, Johna Burke, Global Managing Director of the International Association for the Measurement and Evaluation of Communications (AMEC), will share foundational elements behind the Barcelona Principles and how you can develop strategies based on insights. This information-packed session will wrap up with a short Q&A period with Paine, Burke and Barrie Rosen, Director of Communications for Consumer Reports.

You’ll learn:

• How to set goals and related benchmarks across paid, earned, shared and owned media campaigns and crisis responses
• Ways to gather meaningful metrics and discard those that clutter evaluations
• Steps for getting started with effective measurement practices and strategies today
• How to report the numbers within a meaningful context and inform crisis decisions, executive requests and more