should be transparent, consistent and valid. ¬ Ensure integrity, honesty, openness, and ethical practices. Recognize and potential biasing effects in the research itself, or broader societal context Barcelona Principles 2.0 In 2015 industry leaders and the original developers gathered together to modify the original principles in order to make them more reflective of the current communication industry, as the original Barcelona Principles were "never intended to be a final or complete solution.” The goal of the working group was to ensure that the Barcelona Principles could continue to act as a baseline for professionals. The original Barcelona Principles were predominantly focused on “what not to do” and were created with the public relations industry in mind. Its quantitative methods outweighed qualitative methods and due to a constantly changing industry, standards needed to continuously evolve in order to accurately measure effectiveness. The modified principles were based on results accumulated from a wide array of communication agencies, organizations, and practitioners over the past five years of applied standards. Modifications included learnings that can be applied with a focus on, “what to do” instead of, “what not to do”. The Barcelona Principles 2.0 integrated all communication field measurement that now reflect the importance of evaluation, insight, and qualitative methods. Barcelona Principles 3.0 (2020) These principles were updated again in 2020: Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation Measurement and evaluation should identify outputs, outcomes, and potential impact Outcomes and impact should be identified for stakeholders, society, and the organization Communication measurement and evaluation should include both qualitative and quantitative analysis AVEs are not the value of communication Holistic communication measurement and evaluation includes all relevant online and offline channels Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights Barcelona Principles 3.0 As public relations and communication practices have evolved, so too has the approach to measuring and evaluating the sector's performance. In 2020, the International Association for Measurement and Evaluation of Communication (AMEC) organised a committee of industry experts to review, update and evolve the Barcelona Principles. The committee, led by Dr David Rockland, sought to adapt the principles to "sharpen the communications industry’s focus on inclusion, impact, and integrity." Barcelona Principles 3.0, which were launch at AMEC's 2020 Virtual Summit, acknowledges that common practices in 2010 – even 2015 – may now be outdated. Furthermore, the updated Principles have broadened its