The slimline version of the Toolkit now published by the IPR looks
all the better for having shed some excess rhetoric.
The first Research and Evaluation Toolkit represented an enormous step
for the industry, but this latest product is undoubtedly a more
The decision to cut back on column inches promoting planning, research
and evaluation, and instead to concentrate on clear instructions, backed
up by detailed illustrations and examples has resulted in a far more
manageable and useful read.
Whether client companies will actually add it to their compulsory
reading list remains to be seen, but the inclusion of a section on
return on investment (ROI) - examining of the link between PR
investment, customer enquiries and sales - is far more likely to capture
the attention of budget holders than worthy prose on professionalism.