Poll reveals lack of results measurement

One in five major UK companies is failing to analyse the results of PR activity, according to research published this week.

The research, which involved a poll of 100 large companies, found that the proportion of companies that carried out PR without analysing results had barely shifted since the research was last conducted four years ago.

Among the other findings was that 22 per cent of companies do not define the business objectives they want a PR campaign to meet before going ahead.

Mark Westaby, joint managing director of media evaluation firm Metrica, which conducted the research, said: 'If they are not defining business objectives they could be just wasting their money as they have nothing to measure against.'

Westaby said the figures indicated the PR industry still had a lot to learn from the ad industry in this area.

'PR companies are not very good at measurement. But PR is now working at board level and senior managers expect a decent level of accountability as well as strategic planning.

'PR companies need to get to grips with this area otherwise they will be left behind,' he added.

On a more positive note, the research found 36 per cent of companies now define the business objectives for their PR activity every six months, up from ten per cent four years ago.

Other Metrica findings remained broadly the same as the research four years ago.

For example, 55 per cent (a slight fall) of companies believed the proportion of a PR budget that should be spent on measurement was between one and ten per cent.

But far more companies are now using an independent company to carry out media evaluation.

The figure was up from 33 per cent to 56 per cent in the last four years.

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