relevance to a wider and more diverse range of organizations and roles to reflect that measurement and evaluation best practice is equally essential in government communications, charities, NGOs, and other non-commercial entities. As such, the Principles now reflect a broader standard of measurement, focused heavily on measuring what matters to drive continuous improvement within an organization rather than solely attempting to prove the value of public relations and communications. And, with social and digital measurement now a table-stake in the sector, the Principles reflect a more holistic approach that standardizes measurement across all channels, with an eye toward allowing choice in where to invest in public relations and communications to drive optimal organizational performance. References External links Barcelona Principles at the AMEC website Public relations