Non-FMCG sector is slow to invest in PR evaluation

Non-FMCG consumer PR clients spend an average of 2.25 per cent of budget on research and evaluation (R&E), according to a PR Week straw poll of agencies and clients.

Non-FMCG consumer PR clients spend an average of 2.25 per cent of

budget on research and evaluation (R&E), according to a PR Week straw

poll of agencies and clients.



The spend is the lowest revealed by the survey so far. Each week the

survey has looked at one specialist PR market such as public affairs or

business-to-business. The lowest spenders after non-FMCG consumer

companies are clients with financial PR accounts, who spend between

three and five per cent.



In its campaign to improve levels of R&E in the industry, PR Week has

identified 10 per cent of the average PR budget as a minimum spend for

effective evaluation. According to agencies, only half of their non-FMCG

consumer clients spend money on R&E.



Clients said research and evaluation standards varied from disappointing

to good, and only two would increase PR spend if R&E could offer

conclusive proof of its effectiveness. However four in five would spend

more on R&E if it could be shown to make PR more effective. Three in

five agencies surveyed said spend was staying the same, two said it was

increasing.



Methods of evaluation vary from sales and customer response analysis, to

benchmarking, media analysis and audience research.



Steve Gebbett, managing director of Charles Barker BSMG, said evaluation

is increasing as campaigns become more integrated, involving

co-ordinated advertising, marketing and PR elements. ’Brand owners are

increasingly wised up on getting value for money and monitoring

everything,’ he said.



Leader, p9.



POLL RESULTS



- Non-FMCG consumer clients spend an average of 2.25 per cent of PR

budget on research and evaluation



- Half of clients do not spend anything on research and evaluation



- Clients would spend more on research and evaluation if it made PR more

effective



- Only two in five clients said they would increase overall PR spend if

research and evaluation showed it to be effective.



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