More firms use media evaluation to measure PR

Ninety per cent of the UK’s largest organisations are using media evaluation, up from 73 per cent last year, according to a Metrica survey of 100 in-house PR managers and directors.

The number of organisations using advertising value equivalents (AVEs) to measure PR has dropped from 38 per cent to 34 per cent, a trend welcomed by Metrica founder Mark Westaby.

‘AVEs are demeaning to PR. Editorial is more powerful than advertising and can stand up on its own. Multiplying it by four is not meaningful,’ he said.

Sixty-four per cent of those polled said up to one tenth of a PR budget should be earmarked for measurement, while six per cent of interviewees believed more than one fifth of a budget is necessary for measurement, up from 55 per cent and two per cent respectively in 2002.

But most firms still see measuring success as the most important form of analysis, followed by redirecting media relations programmes, justifying extra PR budget and measuring PR consultancy performance, according to the survey.

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