Shandwick steps up evaluation offering

Shandwick International has joined with market researcher MORI International to launch a worldwide PR planning and evaluation system for its clients.

Shandwick International has joined with market researcher MORI

International to launch a worldwide PR planning and evaluation system

for its clients.



Shandwick group companies will offer the system to existing clients and

include it in all pitch proposals. Known as the Step Programme, it aims

to help to plan and test the effectiveness of PR campaigns using

qualitative research, as well as media analysis.



MORI-owned evaluation company Test Research will operate the system in

the UK. The programme is divided into five stages, from which clients

can select the level of evaluation required. In the full version, the

techniques employed compare favourably with the more rigorous methods of

advertising research. Elements of the programme include qualitative

research; testing the likely impact of a campaign prior to its launch;

assessing the effectiveness of a client’s current PR efforts; testing

whether the message has reached its target audience; and testing whether

the campaign has changed attitudes through qualitative research.



The agency has already tested Step with clients, including P&O.

Shandwick will offer Step from the UK to begin with, but will be able to

evaluate campaigns for UK clients in up to 30 countries.



’There’s still a big education job to be done with clients,’ said

Shandwick UK managing director ColinTrusler.



’PR evaluation is becoming more sophisticated than just media evaluation

and Shandwick are pushing it that bit further by including planning and

linking media evaluation to how views and behaviour shift,’ said Test

Research managing director Tim Burns.



Leader, p9.



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