The survey found that 37 per cent of agencies admitted to using AVE, although only two percent used the evaluation model in isolation.
Nearly half of PR agencies (47 per cent) carry out their evaluation exclusively in-house.
As PRWeek recently revealed, the subject of AVE is a bone of contention across the industry.
PRCA communications manager Richard Ellis said: ‘Agencies and in-house teams clearly understand that measuring PR is essential. Relying solely on AVEs sells a team’s achievements short and will mean they struggle to achieve the recognition they deserve. By developing shared vision of PR success with the board or whoever controls the PR budget you can develop meaningful targets and make PR integral to the organisation’s strategic objectives.’