NEWS: Call for standard PR evaluation measure

Former PRCA chairman Quentin Bell and Dairy Council national marketing manager Peter Crowe are to launch a controversial new plan to establish a standard industry measure for media evaluation at the Hard Commercial Edge of PR conference on 8 July.

Former PRCA chairman Quentin Bell and Dairy Council national marketing

manager Peter Crowe are to launch a controversial new plan to establish

a standard industry measure for media evaluation at the Hard Commercial

Edge of PR conference on 8 July.



The plan is the brainchild of an industry working party set up by

Norwich Union communications director Raymond Wilson. It aims to

establish a recognised ‘basic unit’ for media planning and evaluation,

based on the proportion of target audience reached.



However, it is not intended to supplant the more sophisticated analysis

services provided by media evaluators.



Bell said the group hopes to secure backing for the scheme from the

conference delegates, most of whom are from client companies.



Previous attempts at creating a common industry standard have met with

resistance from media evaluation companies. But the group believes it

can win widespread support.



* The conference programme features 35 top speakers includingObserver

editor Will Hutton, Shandwick’s Peter Gummer, and BAA’s Des Wilson, and

it is chaired by Countrywide’s Peter Hehir and the BBC’s Colin Browne.

For more details call Gillian Tyler on 0171 413 4116.



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