EDITORIAL: PRE-fix sets site on professionals

PRE is likely to become a familiar acronym to PROs this summer -

possibly as familiar as the IPR and PRCA, both of which have been

pulling out all the stops in an effort to get PRE (planning, research

and evaluation) on the agenda of every PR practitioner in the coming

months, through a combination of initiatives and conferences.

First off the blocks from the bodies' jointly-funded PRE-fix group is a

website targeted at both PR practitioners and 'PR decision-makers', soon

to be followed by a revamped Planning, Research and Evaluation


www.PRE-fix.org.uk is an ambitious project that aims to capture the

attention of not only PR operators but also the uninitiated - budget

holders such as CEOs, MDs and FDs. PRE-fix will probably need to review

its classification of this group as PR decision-makers, as it is

unlikely to be one with which the average CEO would identify. But the

site content does include some very valuable material for the

unconverted, including well-structured case studies and a healthy

emphasis on use of data for strategic planning, including a proposed

Advertising Planning Equivalent measure based upon coverage and

frequency rather than cash.

The idea is not new - a similar measure was first proposed by former QBO

and PRCA chairman Quentin Bell in the late 1990s. But if this site is to

attract the attention of those non-PR professionals who hold the purse

strings, it may provide a valuable placebo as they are weaned off their

addiction to AVEs.

PRE-fix's site is a considered and practical contribution to the

campaign for a more scientific approach to the business of PR. The real

challenge will be to ensure hits not only from the faithful but also the

sceptics further up the management chain.

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