This week’s straw poll of charities and their agencies suggests
that only a minority spend anything on PR research and evaluation. The
reason for this is both predictable and understandable: cost.
Nevertheless, charities neglect research and evaluation at their
For without research and planning you can never be sure that you are
targeting the right audiences with the right messages; and without
evaluation you will never really know what effect your PR had, or how it
can be fine tuned in future.
Arguably there is greater pressure on charities to make sure that they
are making the most of their limited budgets. To their hard pressed PR
teams, spending on research and evaluation may sometimes seem an
unaffordable luxury. But without proper research and evaluation, a great
deal more of the PR budget may be wasted.