Media Coverage

Barcelona Principles 4.0 update PR measurement for today’s AI-driven world, shifting focus from vanity metrics to outcomes, trust, transparency, and real stakeholder impact.

AI brings speed and scale to media analysis, while human insight delivers accuracy, context, and nuance.The strongest PR measurement combines both—machines where speed matters, humans where judgment matters.

PR measurement is evolving from counting coverage to proving outcomes, with trust as the key driver of behavior. As media habits change, measurement must follow where audiences actually get and trust information.

In this episode, Matisse chats with Angela Dwyer, Head of Insights at Fullintel, about all things data and metrics in PR and communications.

What kind of news source do you trust most to get your vital information? Turns out, the answer may depend on your age.

Strong media measurement goes beyond volume to focus on quality, context, and impact. When PR data is aligned with goals and business outcomes, it becomes a tool for learning and improvement, not just reporting.

In this article, Angela Dwyer emphasizes that PR measurement should move beyond vanity metrics to predictive, impact-driven insights utilizing human judgment, research, and data to inform smarter decisions and demonstrate real value.

Members of the IPR Measurement Commission gathered virtually to discuss earned media measurement. IPR Measurement Commission member Angela Dwyer, Head of Insights at Fullintel, moderated the discussion.

Earned media is harder to measure than advertising, but research shows it is more credible and can drive stronger lower-funnel impact. By using metrics like purchase intent through brand-lift studies and social analysis, PR teams can clearly demonstrate value and justify greater investment in earned media.