R&E used to demonstrate the effectiveness of PR

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.

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

PR campaigns.



- Seven out of ten marketing departments make use of PR analysis.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.