Typical media evaluation costs are in the area of a few thousand - not the £60,000 to £70,000 that she mentions. However, what she is talking about is a full 'singing and dancing' preparatory and post-audience research that is appropriate to very big-scale campaigns, but not to most PR campaigns.
She suggests that agencies should do their evaluation internally.As a media evaluation company, we both provide independent media evaluation and happily train agency people. We also provide software that allows them to do their own evaluation in-house.
However, they need to recognise that this process is time-consuming, and therefore it does need to be charged for somehow. Added to this, some clients will argue that it lacks credibility due to its lack of independence.
So although Lindsay Morgan succeeds in her provocation, there is some worthwhile food for thought in what she states.
James Davies, Impact Evaluation.