Editorial: Charities beware false economy

This week’s straw poll of charities and their agencies suggests that only a minority spend anything on PR research and evaluation. The reason for this is both predictable and understandable: cost.

This week’s straw poll of charities and their agencies suggests

that only a minority spend anything on PR research and evaluation. The

reason for this is both predictable and understandable: cost.



Nevertheless, charities neglect research and evaluation at their

peril.



For without research and planning you can never be sure that you are

targeting the right audiences with the right messages; and without

evaluation you will never really know what effect your PR had, or how it

can be fine tuned in future.



Arguably there is greater pressure on charities to make sure that they

are making the most of their limited budgets. To their hard pressed PR

teams, spending on research and evaluation may sometimes seem an

unaffordable luxury. But without proper research and evaluation, a great

deal more of the PR budget may be wasted.



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