NEWS: Survey confirms desire for evaluation standard

Two thirds of PRCA members want an industry standard for media evaluation, according to a survey conducted by communication measurement and evaluation consultants Metrica.

Two thirds of PRCA members want an industry standard for media

evaluation, according to a survey conducted by communication measurement

and evaluation consultants Metrica.



Metrica, which conducted 40 telephone interviews, found greatest support

for a new standard came from small consultancies (80 per cent), followed

by large agencies (70 per cent) and mid-sized public relations firms (60

per cent).



Ninety per cent of interviewees saw external media evaluation services

as useful to prove the success of media relations programmes.



However 52 per cent believed they take away their ‘control’ over

evaluation, 42 per cent thought they were too complex and 73 per cent

thought they were too expensive.



More than two thirds of PRCA consultancies use advertising value

equivalents to measure media coverage. AVEs are used most by large

agencies (83 per cent) and least by small ones (60 per cent).



The report comes a month after a plan to adopt a standard industry unit

for measuring coverage was launched at the PR Week conference: The Hard

Commercial Edge of PR.



The plan was this week endorsed by Norwich Union group corporate affairs

manager Raymond Wilson, who said his company is prepared to pledge

around pounds 5,000 to buy the data necessary to develop a standard unit

of measurement.



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