COI prepares roster of evaluation agencies

The Central Office of Information (COI), which provides communication services to government departments and agencies, has signalled its commitment to media evaluation by drawing up a roster of nine evaluation agencies.

The Central Office of Information (COI), which provides

communication services to government departments and agencies, has

signalled its commitment to media evaluation by drawing up a roster of

nine evaluation agencies.



Out of 12 applicants, the COI has picked CARMA International, CMS,

Infopress, Impacon, Mantra, Media Measurement, Media Track, Metrica and

Test Research.



To help encourage government use of evaluation agencies, the COI

organised a seminar on evaluation on Wednesday. Around 80 heads of the

Government Information and Communication Service were due to attend.



’There was already a client demand for this,’ said COI sponsorship and

promotions head Samantha Mercer.



CARMA recently evaluated the portion of the Inland Revenue’s tax

self-assessment campaign that ran in January this year, to see how it

had been received by self-employed people with no accountants and higher

rate tax payers.



The COI will offer media evaluation to those clients using its in-house

regional PR network and campaign promotion service, or those using the

COI roster to select PR agencies for large national campaigns.



The COI says clients should spend between three and 12 per cent of their

PR budget on evaluation, with bigger campaigns spending more. It will

recommend the most suitable evaluation agency for the campaign, draw up

the brief and monitor the performance of the agency. The roster will be

reviewed in three years.



Sandra Macleod, managing director of CARMA International, said of the

roster: ’It is a reflection of the maturity of the evaluation

market.’



Leader, p11.



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