A new declaration of standards and practices to guide measurement and evaluation of public relations was first adopted at the 2nd European Summit on Measurement in Barcelona, Spain, in June 2010 and subsequently updated with input from Summit delegates. The annual Summit is organized by the International Association for Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations (IPR). The Barcelona Principles will be the subject of ongoing dialogue as industry professionals seek to apply the standards to the public relations practice.