NEW YORK: A PRWeek survey about attitudes toward measurement has found that the greatest proportion of respondents, 42%, spend less than 2% of their budget on evaluation.A further 21% spent none of their PR budget on measurement, with only 5% spending more than 10% of their PR budget on evaluation.
Measuring the delivery of key messages proved to be the most common technique for showing the effectiveness of PR, with 80% of corporate PR and 88% of PR agencies saying they use this method.
Collecting press clippings was the second most commonly used system of measurement, with 74% of corporate PR teams and 81% of agencies employing this technique.
While a smaller percentage, 60%, of respondents measured "changes in awareness and behavior among key audiences,
this type of measurement was regarded as the most important, closely followed by "changes in attitudes and preference."
Delahaye Medialink conducted the online survey, which yielded 263 responses - 60% from corporate PR staffs, 32% from firms, 6% from nonprofits, and 2% from government.
- See p.14 for more information.