The guide, Evaluation, has been put together using research from the PRCA, IPA, ISBA and MCCA. It has been compiled from the first-ever cross-industry research into how clients and agencies evaluate marcoms.
PRCA comms director Martin Cairns said the traditional use of sales effectiveness as the main evaluation data for PR campaigns was 'not the only way to evaluate effectiveness of campaigns'.
'Share price and corporate reputation also need to be taken into account, as do audience reach and the efficiency of a campaign's budget use,' he said.
Amec Awards, p5.