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.



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