MR2P (Media Relations Rating Points) was created by Canadian PR professionals for the PR industry as a strategy to measure the effectiveness of PR campaigns, showcasing both quantitative and qualitative results of traditional, earned media in Canada. MRP (now Media Rating Points) has continued to evolve as a multi-dimensional measurement strategy and standard, cited alongside the Barcelona Principles (voluntary guidelines from the AMEC – International Association for the Measurement and Evaluation of Communication) and steered by the CPRS – Canadian Public Relations Society Measurement Committee.