This is something that communication and measurement professionals should be looking forward to: AMEC has just released an update of the Barcelona Principles at its Global Summit in Vienna on June 10-12, 2025. This latest evolution of the industry’s most influential measurement framework demonstrates AMEC’s continued commitment to guiding professionals toward more meaningful, strategic, and impactful communications measurement.

The Barcelona Principles has become the bedrock of how to not only measure the outcomes and impact of communication, but to use the data for strategic communication planning.

They were first announced in 2010 after being agreed upon by PR and communications associations and academics from around the world at the AMEC summit in Barcelona. Since then – as a testament to how dynamic the changes are in communication and technology – the Principles have been updated every five years, serving as the compass for all PR and communications practitioners, media intelligence providers and consultants, researchers and students.

Barcelona Principles 4.0 are an evolution, not a revolution, adapted to a communication landscape that is growing increasingly complex with audience fragmentation, AI transformation, and evolving stakeholder expectations.  In this version the Principles are made to sound clearer and more practical – with “what to do” guidance to make daily application easier than ever.

The development exemplifies AMEC’s collaborative approach, with global PR and communication professionals spanning in-house roles in business, government and non-profits, academia and media intelligence providers contributing their expertise. These principles embody a commitment to measurement excellence rooted in enhanced data quality, ethical AI governance, and transparent methodologies, offering practitioners worldwide a pathway to demonstrating genuine value and impact.

Maverick Indonesia’s Managing Partner Ong Hock Chuan and Head of Analytics and Insight (who is also APAC Chair and International Board member of AMEC) Felicia Nugroho, represented Maverick at the summit and caught up with Richard Bagnell, the former AMEC chair who headed the working group working on the update to elaborate on the Principles and the update.

Maverick Indonesia will also be supporting AMEC by translating the Barcelona Principles 4.0 into Indonesian to make it more accessible to communication practitioners in this country.

Written by Ong Hock Chuan, Maverick Indonesia’s Managing Partner