Dynamic Markets has revealed a significant disconnect in attitudes to reporting between agency and in-house marcoms professionals.
More than half (58 per cent) of consultancies have consigned time sheets to reporting history.
In addition, almost equal percentages of PR agencies use quantity and quality of coverage as their most commonly used indicator of success (84 per cent and 89 per cent respectively).
However, 45 per cent of client organisations are in favour of using quality as the benchmark, followed by share-of-voice at 27 per cent.
This findings are from Dynamic Markets’ report ‘Public Relations in a Dynamic Era’, which surveyed more than 200 PR and marketing professionals across the UK.