Editorial: Strategy must play a larger role

A second survey, by communication research consultants Metrica of the UK’s 1,000 largest companies, has proved what most consultants have known all along - that a large proportion of UK companies fail to define the business objectives they hope to achieve through PR.

A second survey, by communication research consultants Metrica of

the UK’s 1,000 largest companies, has proved what most consultants have

known all along - that a large proportion of UK companies fail to define

the business objectives they hope to achieve through PR.



More than half of the respondents who have responsibility for PR said

that they still believe that up to 10 per cent of a company’s PR budget

should be spent on measurement, and 61 per cent claim to carry out

measurement programmes.



Investment in measurement, without well defined objectives is, however,

little more than an exercise in post-rationalisation. The PR Week Proof

campaign target of 10 per cent of budget relates to both evaluation of

results and, crucially, the use of research to enable companies to

define objectives and properly plan campaigns. It is only by defining

the business objectives of public relations campaigns and meeting them,

that the worth of PR as a key component of business success can be

proven.



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