EDITORIAL: A clearer and more concise Toolkit

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

accessible offering.

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.

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