Principle Of Measurement Essay Examples
Principle of measurement is a sequence of standards and practices guiding analysis and evaluation of the public relations. They were developed by the international association for the measurement and evaluation of communication and institute of public relations. The Principle of Measurement (International) (POMI) for construction works was published in 1979 in several languages. Building Cost Information Services (BCIS) did an online survey in June 2011 to sample the opinion of its members on the Royal Institute of Chartered Surveyors (RICS) principle of measurement. The showed that it was still widely in use predominantly in the Middle East (RICS, 2012).
The development of the principle of measurement standards was led by Dr. David Rockland, director manager of Ketchum Global Research Network. There are various principles of measurement. First, Importance of goal setting and measurement; they are vital aspects of any program in public relations. Goals for measurement should be quantitative to address what, who, when and how abundant it can affect. Second, measurement of the effects on the outcomes is given priority to measuring outputs. Outcomes include shifts in awareness, brand equity, donations, public policy, investment decisions and many others. Best practices standards in survey research, as well as a sample design, question-wording and order, and statistical analysis, are supposed to be applied in total transparency. Third, the effects on business marks can and should be measured where possible . The measurement of the business results from consumer or brand marketing, models of determining the effects on the quantity and quality of PR outputs on sales and other business metrics. It also accounts for other variables such as the preferred choice of the clients, etc. Fourth, measurements of media require quality and quantity. Impressions from stakeholders and audience are very important, quality of media and its amount. Media measurement should be an account for in PR. Also, advertising value equivalents (AVEs) are not the values of the public relations. It has no measure in the value of public relation and hence not informing future activity. AVEs measures the cost of media space and are not allowed as a concept to value public relations. In addition, social media can and should be measured. Measurements of social media are discipline, not a tool but have no single metric. Organizations require explicitly defined goals and outcomes for social media. Finally, transparency and replicability are paramount to sound measurement. The measurements for PR should be done in a transparent manner and replicable for all steps in the process. Media measurement and surveys should be properly done to and specified .
The principle of measurement affects the industrial revolution in several ways. Accepted accounting principles (GAAP) for measurements are put in place to public relations. GAAP rules and standards are acceptable practices used throughout the accounting industries. First, GAAP affects the activities such as measuring economic activities in the industries, disclosing information about an activity. Second, preparing and summarizing economic information and recording measurements at regular intervals, etc. .
The construction industries are also guided by the principle of measurement when carrying out design and works of constructions. British standards like the BS 8110 for design and construction of reinforced and prestressed concrete structures basing on limit state design principles. Mostly is used by civil engineering and building structures, bridges, and water-retaining structures are covered by BS 5400 and 8007. Every building and construction are based on these standards. There are several British standard guiding different industrial revolutions in the world. Also, American standards for Mechanical Engineering (ASME) for arts science and practices for mechanical engineering are used. In addition, material testing standards such as American society for testing and materials (ASTM) are also used to govern public relation. Furthermore, American association of state highway and Transportation Official (AASHTO) standards are used for test protocols and guidelines for highway design and construction in United States. Federal Emery Regulation Commission (FERC) used in energy sectors in USA (Krishnamurthy, Zerfass & Kim, 2013).
(RICS), R. I. o. C. S., 2012. Principles of Measurement (International) - POMI. Royal Institute of Chartered Surveyors (RICS), Volume Vol.7, pp. Pp 1-25.
Bentley, J. P., 2005. Principles of Measurement Systems. New Jersey: Pearson Prentice Hall.
Bruce K. Berger, J. M., 2014. Public Relations Leaders as Sensemakers: A Global Study of Leadership in Public Relations and Communication. London: Routledge Press.
Grupp, R. W., 2010. The Science Beneath the Art of Public Relationstm. Institute for Public Relations , Issue Bercelona Declaration of measurement principle, pp. Retrieved March21,2015 From http://amecorg.com/2012/06/barcelona-declaration-of-measurement-principles/.
Krishnamurthy S. Zerfass A., & Kim J., 2013. Public Relations and Communication Management: Current Trends and Emerging Topics. London: Routledge Press.
Morris, A. S., 2001. Measurement and Instrumentation Principles. Oxford: Butterworth-Heinemann.
Standards, U. S. N. B. o., 1930. Bureau of Standards journal of research. s.l.:The Bureau Press.
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