Editorial: Don’t squander toolkit benefits

The launch of the research and evaluation toolkit this week represents a real watershed for the industry. Co-funded by the IPR and PRCA, it is an example of the progress that can be made through closer co-operation between the trade bodies - a progress that PR Week will continue to encourage and work with.

The launch of the research and evaluation toolkit this week

represents a real watershed for the industry. Co-funded by the IPR and

PRCA, it is an example of the progress that can be made through closer

co-operation between the trade bodies - a progress that PR Week will

continue to encourage and work with.



However, in terms of increased accountability, real progress will only

be made if this toolkit is used as intended, as a working aid to proper

planning and evaluation. And if the industry moves beyond making

politically-correct affirmations of the importance of research and

evaluation and starts to regard it as the foundation of best practice.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.