Hi-tech sector leads the way in R&E

Hi-tech PR agencies are ahead of other PR industry sectors in the range and sophistication of the research and evaluation methods they employ, according to a PR Week straw poll.

Hi-tech PR agencies are ahead of other PR industry sectors in the

range and sophistication of the research and evaluation methods they

employ, according to a PR Week straw poll.



Agencies recommend a wide range of research and evaluation techniques,

with 80 per cent recommending media analysis and audience research.

Clients are slightly less ready to employ research and evaluation

techniques, with 60 per cent using both media analysis and audience

research.



According to the straw poll of five agencies and five clients, agencies

also recommend the introduction of analysis to test sales against PR

campaigns, evaluation of coverage in highly targeted publications, and

detailed audience research encompassing customer attitude and awareness

studies.



However, as in other sectors, clients are unwilling to put large budgets

behind research and evaluation. Spend by IT clients on research and

evaluation averages 5.9 per cent of total budget, which is not

significantly higher than in other sectors.



Mark Adams, joint MD of Text 100, felt that too much emphasis is still

placed on media evaluation and not enough on ’objective setting’ -

assessing how a PR campaign can support overall business objectives

before it starts.



’The area of measurement, research and evaluation often seems to

simplify itself down into media measurement and this concerns me’ said

Adams.



Standards of research and evaluation were already good, according to 80

per cent of clients. The same number said their spend was unlikely to

increase or decrease.



Clients would benefit from increasing this spend, according to 60 per

cent of agencies. One agency head said: ’Only ten per cent of clients

will invest more to evaluate campaigns in more detail, (beyond target

setting and measurement) even fewer for audience research.’



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