PRE-fix website to help research and evaluation drive

The PR industry's campaign on research, measurement and evaluation

entered a new phase last week with the launch of the PRE-fix


The IPR-PRCA initiative creates a central source of information aimed at

both decision-makers and PR practitioners. The site - at - will be followed by the second edition of the

Planning, Research and Evaluation Toolkit later this year.

The PRE-fix task-force forged a new method for measuring the

effectiveness of PR campaigns. It dispenses with the advertising value

equivalent (AVE) and replaces it with a system called 'advertising

planning equivalent'.

A PRE-fix spokesman said: 'AVE takes no account of the fact that

editorial is priceless and that some space one cannot buy - for example,

a mention on the BBC. It is used because clients can get their heads

round it.'

The APE measures factors such as how much of a target audience was

reached by a campaign, and how often they were exposed to certain


Martin Loat, Propeller Group MD and task-force chairman, said that in

many areas the development of PR had not kept pace with growth: 'Now

that measurement at every stage is regarded as good practice within most

sectors, PR needs to be more accountable.'

Leader, p10.

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