The launch of the research and evaluation toolkit this week
represents a real watershed for the industry. Co-funded by the IPR and
PRCA, it is an example of the progress that can be made through closer
co-operation between the trade bodies - a progress that PR Week will
continue to encourage and work with.
However, in terms of increased accountability, real progress will only
be made if this toolkit is used as intended, as a working aid to proper
planning and evaluation. And if the industry moves beyond making
politically-correct affirmations of the importance of research and
evaluation and starts to regard it as the foundation of best practice.