THE PR%F CAMPAIGN: In-house teams opt for a variety of R&E methods

In-house departments in the public sector are moving toward making more use of quantative and qualitative analysis when they conduct research and evaluation (R&E).

In-house departments in the public sector are moving toward making

more use of quantative and qualitative analysis when they conduct

research and evaluation (R&E).



Of ten in-house departments questioned in a PR Week straw poll, half

make use of advertising value equivalents (AVEs), but only as one of a

number of methodologies. Six of the departments questioned use

qualitative research such as focus groups, and seven use quantative

methods including opinion polls and surveys. Half use internet

monitoring as a standard R&E device.



However, Jo Leslie, corporate PR manager for the British Tourist

Authority, warned that there is a need for the industry to agree a

common language for R&E. ’It is hard to get rid of AVEs because they are

the easiest R&E tool to understand. If you replace them with message or

issue analysis, institutions use different terminology, so it is

difficult to compare findings with anybody else.’



The poll confirmed that in-house R&E findings are used at the highest

level of management, and none of the respondents said they allocated

resources to research and evaluation in order to justify their PR

budgets.



STRAW POLL RESULTS



- Half of the in-house respondents allocate resources to research and

evaluation to assist with issues management and issues monitoring.



- Nine out of ten departments use research, evaluation and analysis at

senior management and board level.



- Half of respondents use issue analysis to determine the extent to

which particular issues have been highlighted by the media.



- Eight out of ten respondents conduct message analysis to find out if

particular messages have penetrated the media.



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