Nine out of ten in-house departments in consumer goods and services
companies allocate resources to show the effectiveness and impact of
campaigns, and eight in ten use research to plan campaigns, according to
a PR Week straw poll.
Of the ten companies surveyed, only three used research and evaluation
(R&E) to justify public relations budgets to board members.
Message analysis played a key role for eight of the ten companies
questioned, and five said favourability analysis was important.
’We have had to overcome serious scepticism about the value of PR
analysis - most people just want to know how many cuttings we got,’ Asda
corporate affairs manager Phil Reed said.
Asda started using media analysis 18 months ago but Reed said there was
no point in spending thousands of pounds on in-depth evaluation until
the value of evaluation was understood within the company. ’If you start
with the basics and allow people to slowly understand the benefits of
evaluation, it’s likely that in time they will want to see more detail
and bring R&E into the planning process,’ Reed added.
The results mirror previous surveys, where in the pharmaceutical sector,
eight out of ten use favourability and message analysis. In the consumer
sector, six out of the ten companies surveyed said senior management and
the board made use of the analysis.
Four out of ten in-house consumer companies use focus groups as part of
qualitative research methods and five employed quantitative research
through opinion polls.
Use of the internet is taking a long time to catch on, with only one
reporting employing the medium in evaluation.
STRAW POLL RESULTS
- Nine out of ten in-house teams for consumer goods and service
companies use R&E to demonstrate the effectiveness of PR.
- Eight out of ten in-house teams use message analysis.
- Eight out of ten allocate resources to research and evaluation to plan
- Seven out of ten marketing departments make use of PR analysis.