IT sector turn to R&E to justify PR budgets

In-house PR departments in IT firms are using research and evaluation (R&E) to justify PR budgets to their boards of directors.

In-house PR departments in IT firms are using research and

evaluation (R&E) to justify PR budgets to their boards of directors.



A PR Week straw poll of ten major IT companies found six use R&E in this

way. This compares with four out of ten in the financial sector and none

at all in the public sector.



Gail Hall, corporate PR manager of Intel, says that R&E should be used

to show the effectiveness and impact of PR, and not only to justify PR

spending. She said: ’It is vital that sufficient budget is allocated to

measure the success or otherwise of PR. From my agency days, one of the

most frustrating things was clients who refused to spend any of their

budget on evaluation.’



Three of the IT companies that responded to the poll use internet

monitoring in their analysis. PR Week reported last week that half of

companies in the public sector use this method of R&E.



IT firms do seem to be moving away from the use of advertising value

equivalents (AVEs). Just three of the companies who responded use this

method of evaluation. Eight out of ten firms are using message analysis

and seven are using issue analysis.



The results show that much of the R&E is used outside the media and PR

departments. Eight of the companies polled said that R&E is used by

their senior management and board.



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