Are You Still Measuring Outputs When You Should Be Measuring Outcomes?

Let’s be honest, the PR world still loves a good-looking coverage book. A glossy spread in the national press, a namecheck in a podcast, a flurry of social mentions. It feels like success. But what’s it actually doing for the business? Not much, in most cases. For too long, we’ve let vanity metrics run the show – chasing likes, impressions and clippings instead of asking the tough questions: Did it shift perception? Did it drive action? Did it move the bloody needle?

That’s why Stuart Bruce is worth listening to. He’s not peddling the latest buzzword or flogging a new AI subscription. He’s a PR Futurist who actually gets it. Someone who helps senior comms leaders cut through the noise, sidestep the hype, and use technology to do better work, not just faster work. He’s advised more than 400 organisations across the globe, and he’s still banging the drum for strategy, substance and measurement that matters. His latest take? The new Barcelona Principles 4.0, and why the way we measure communications is finally getting smarter.

Here’s what stood out from our chat:

• Set clear objectives upfront. If you don’t know what success looks like, how can you measure it?
 • The new Barcelona Principles 4.0 focus on learning and iteration, not chasing perfection.
 • Shift your attention from outputs like media hits to outcomes that drive real business impact.
 • AI tools like Copilot and Gemini can save you hours each week. But only if your team knows how to use them.
 • Buying AI without training? That’s the "AI adoption illusion". We hate it.
 • “Generative AI optimisation” is the next battleground. It’s how you shape what AI says about your brand.
 • Trade publications might now outrank national press in AI-driven search. Yes, seriously.
 • Misinformation and AI-generated video are your new crisis comms nightmares.
 • Authentic content and human interaction are back in fashion. Thank goodness.

If you want to measure what matters, ditch the ego metrics and start with the AMEC framework: amecorg.com

Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈

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