Old methods used to gauge results

WASHINGTON: PR practitioners are expected more than ever to show

results for their work but are failing to move beyond traditional

methods of measurement, according to a study released last week.

The 2001 Media Relations Reality Check, presented at the Bulldog

Reporter Media Relations Forum in Washington, DC, claims that 86% of PR

practitioners say they are now held more accountable for results than

ever before. But clip books, videotapes and logs were named by 82% as

the methods of choice for determining these results. Fifty percent said

they relied on "intuition or gut feel."

"I would have guessed that a much higher percentage of the respondents

were actively conducting surveys and focus groups," said Jim Haynes of

QuickSilver Interactive Group, one of the study's sponsors. "I would

have thought we passed this point years ago."

Respondents also claimed that budgets for measurement remained small,

with 70% reporting theirs as less than 10% of the overall operating


Twenty-six percent of the respondents, however, reported their budgets

had risen from three years ago.

Other survey sponsors include The Public Relations Standards Council,

Bulldog Reporter, TRAKWare and Publicity Valuation Research.

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