How do we prove the real value of communication in an age of fragmented media, AI-driven analysis, and relentless demand for results? In this episode of FIR Interviews, we talk with Richard Bagnall, chair of AMEC, the International Association for the Measurement and Evaluation of Communication, and a global authority on comms measurement, about the newly released Barcelona Principles 4.0 – the most comprehensive update yet to the world’s leading framework for communication neasurement and evaluation.

From embracing transparency, ethics, and impact, to the contentious advertising value equivalents (AVEs) metric, this conversation is a must-listen for anyone serious about elevating the role of communication in modern organisations.

The conversation centres on Richard's insights into the thinking behind the update, what has changed since version 3.0, and why these principles matter more than ever in a fast-evolving media and technology landscape.

Among the key themes discussed:
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