PR Evaluation: Reality or Pipe Dream?

Tuesday, January 03, 2006

Proof Campaign

PR Week magazine has conducted also many surveys on evaluation. Its Proof Campaign, launched in 1998, is one of the attempts made from many associations to establish commonly acceptable methods of evaluating PR results. Aim of the campaign was to encourage companies to allocate 10% of their budgets to research and evaluation. “The IPR, the PRCA, the Public Relations Standards Forum (PRSF) and the Association of Media Evaluation Companies (AMEC) agreed to join forces to produce definitive best practice guidelines for the use of research and evaluation within the industry”, which would take the form of a toolkit (PR Week, Suzan, Leavy, 6/11/1998)
In 1999, the Proof survey was the first to compare the views of agency, in-house and public sector practitioners. “PR Week decided to try to establish a more detailed picture, not only of how practitioners working in different PR disciplines view, but also how they use, the different R&E methodologies available to them”. According to the survey, a total of 20% of respondents said that the success of their efforts could not be evaluated. “The most commonly used method across all disciplines was media content analysis and press cuttings, closely followed by media reach/OTS. It is interesting to note that 61% of all respondents said they have used the technique as a means of planning and evaluating their campaigns, while just 34% regard it as an effective tool” (
PR Week, Cowlett and Nicholas, 12/03/1999). The results of this survey depict the real attitude of practitioners towards evaluation.
This lack of standardization has led many PR consultancies and in-house PR departments to create their own evaluation tools, like for example Kaizo consultancy or Hewlett Packard, which has even published a report “Measuring Media Relations”, containing 148 ways in which PR can be measured.

0 Comments:

At 6:18 AM, Blogger Negi said...

Thanks for great information you write it very clean. I am very lucky to get this tips from you.

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