PR Evaluation: Reality or Pipe Dream?

Friday, December 23, 2005

Surveys' Results

A number of surveys have been conducted the past years, which indicate unfortunately an inconsistency between what practitioners believe about evaluation and what they put into practice. Tom Watson, in an 1992 study in the UK, found that 75% of respondents spent under 5% of their total budget on evaluation, and that the two main methods used were monitoring (not evaluating) press cuttings and intuition. Moreover, the results of an IPRA (International Public Relations Association) survey in 1994 indicated that almost 90% of the IPRA members recognized evaluation as necessary, and 95% agreed that it is more talked about than done. Finally, 31% felt that trying to measure precisely is next to impossible. You can find this information in the IPRA’s Evaluation Gold Paper.

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