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Although lack of a unified standard is the biggest measurement problem, most PR pros said that's "impossible" to achieve. And those Barcelona Principles? Most never heard of them.
...Some 66 percent of respondents hadn't heard of the Barcelona Principles, and another 17 percent had heard of them but didn't know how they apply to PR metrics.
While some called on PR pros to spread the word about the principles, others felt they were too vague....
