VIEWPOINT: Evaluate your own campaigns - and pay for it

Access to the weekly PRWeek Viewpoint video stream is absolutely free to all visitors to PRWeek.com. To get involved click here for the WMP version (PC) or click here for the QuickTime version (MAC).

Lindsay Morgan: Joint MD, BMA Communications
Lindsay Morgan: Joint MD, BMA Communications

BMA Communications joint managing director Lindsay Morgan thinks PROs should stop using media evaluation companies and should start evaluating their campaigns themselves – at no cost to the client.

In this week’s podcast Morgan says: ‘While it is feasible to run a pre-and-post evaluation campaign when you are spending £5m, £10m or £12m on advertising, the reality is that PR agencies are not paid the same way. When your budget is in the hundreds of thousands it is not justified to spent £60,000 or £70,000 on evaluation.’

She adds: ‘This is contentious, but we should evaluate our own work – and the client shouldn’t have to pay for it.’

To get involved, click here for the WMP version (PC)

Alternatively, click here for QuickTime® (MAC)

VIEWPOINT ARCHIVE...
19.09.07 . Shine Communications senior publicist Zac Schwarz uses his Viewpoint to urge PROs to get more involved in social and ethical issues. Click here for the WMP version (PC) OR here for QuickTime® (MAC)


12.09.07 PROs need to be better marketeers. Adrian Brady – managing director of Eulogy – encourages the industry to increase its influence within the marketing mix. Click here for the WMP version (PC) OR here for QuickTime® (MAC)


05.09.07 Don't make parties the easy option: Karen Keany, co-founder of the PRactice, shares her ideas with PROs on how to organise events that truly benefit the brand they are promoting. Click here for the WMP version (PC) OR here for QuickTime® (MAC)


29.08.07 Global comms is crying out for new talent: Featuring Hill & Knowlton chairman and CEO Paul Taaffe talking about the current PR ‘boom’ owing not only to a healthy economy, but also to longer-term factors, such as globalisation. Click here for the WMP version (PC) OR here for QuickTime® (MAC)



22.08.07 Treat China as a single market at your peril: 93 1/2 co-founders Jonathan Margolis and Wahida Ashiq warn PROs not to forget the cultural differences where the marketing of European brands in China – and launching Chinese brands in Europe – is concerned. Click here for the WMP version (PC) OR here for QuickTime® (MAC).


08.08.07 An employment lawyer’s advice on TUPE: Featuring Robert Mecrate-Butcher, employment partner at law firm Pinsent Masons giving advice on TUPE. Click here for the WMP version (PC) OR here for QuickTime® (MAC).


25.07.07 Web 2.0 is a 'call to arms' for all good PROs: Featuring Jonathan Hughes, joint MD of Golin Harris. Click here for the WMP version (PC) OR here for QuickTime® (MAC).

18.07.07 You need more than a contacts book to survive: Featuring Lawrence Dore, joint founder at Mantra Public Relations. Click here for the WMP version (PC) OR here for QuickTime® (MAC).

 

In association with Radio Lynx CONTENT www.radiolynx.co.uk T 020 7349 2020

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