A new standard for PR effectiveness was launched by the PR industry
this week. The Research and Evaluation Toolkit, a publication co-funded
by the PRCA and IPR, and supported by PR Week, is a book setting out
best practice guidelines for the use of research and evaluation.
The Toolkit was written by Michael Fairchild, author of the ICO
guidelines to setting measurable objectives, and was overseen by an
editorial board made up of representatives of the major trade bodies and
the research and evaluation industry, and chaired by PR Week. It is the
product of a unique collaboration between the industry trade bodies and
its aim is to improve the effectiveness of PR by providing a tool for
justifying budgets. It recommends a five-step approach to research and
evaluation, and incorporates worksheets and case studies.
’This initiative has, for the first time, really moved the debate beyond
’whether to measure’, to ’how to measure’,’ said Fairchild.
Copies of the Toolkit can be obtained from the IPR (0171 253 5151) or
the PRCA (0171 233 6026). The price is pounds 10 for members of the
associations, pounds 25 for non-members.
Feature p11, Leader p9.