UK firms are losing profits through poor PR planning

UK companies are wasting millions of pounds a year due to poor PR planning, according to research conducted by communication research consultants, Metrica.

UK companies are wasting millions of pounds a year due to poor PR

planning, according to research conducted by communication research

consultants, Metrica.



The study, which looks at the use of PR planning and measurement among

the UK’s top 1,000 companies, reveals that almost one in three (29 per

cent) of the UK’s top organisations never define the business objectives

they hope to achieve with PR activities. Companies are failing to decide

who they need to target with what specific message.



However, 61 per cent of those which don’t measure the extent to which

business goals have been achieved still carry out measurement of PR

programmes.



More than half of the companies surveyed believe up to 10 per cent of a

company’s PR budget should be spent on measurement.



Metrica MD Mark Westaby said companies need to agree business objectives

for PR activities at least every quarter. ’Companies need to replace the

blunderbuss approach with targeted missiles, and realise that it is

better to get three or four pieces of coverage in the right media than

30 pieces off-target,’ he said.



The survey revealed that over half of PR professionals support

Advertising Value Equivalents (AVEs), but little over a quarter (28 per

cent) of companies use them.



The study was carried out through telephone interviews with a random

sample of 105 of the UK’s top 1,000 companies, measured according to

turn-over. Financial wastage was roughly estimated in terms of time,

effort and expense of carrying out PR activities, set against their

effectiveness in getting a specific message across to a target

audience.



Leader, p9.



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