Second edition of IPR's evaluation Toolkit launches

The second edition of the IPR Research and Evaluation Toolkit was

launched at the institute's Measuring Success conference last week.



This Toolkit claims to measure the return on investment and the effect

of avoiding media coverage. It also uses 'opportunities to see' and not

'advertising value equivalents' to measure reach and frequency.



This edition also focuses on the impact of the internet; and advises

in-house and agency staff on how to produce an effective and realistic

brief for campaigns. The Toolkit seeks to support its theory with

examples of successful campaigns.



IPR director-general Colin Farrington said: 'This edition includes a

comprehensive set of guidelines for measuring PR effectiveness. It

incorporates feedback from the first Toolkit and includes new components

to help the PR practitioner become more effective and get more

consistent results.'



The Toolkit was researched and written by the author of the first

edition, Mike Fairchild.



Leader, p10.



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