PRE-fix bid for standard evaluation

Planning, research and evaluation initiative PRE-fix is launching a fresh research project in a bid to establish the first standardised approach to evaluating media coverage.

PRE-fix, run jointly by the IPR and PRCA, has given itself a three-month target to research and develop the project, which is set to be the first of its kind in the UK.

The project covers in-house and agency practice in media analysis, across broadcast, print and online coverage.

Chris Genasi, chair of both PRE-fix and the IPR professional practices committee, said: 'One of the reasons clients tend not to use media evaluation is due to the plethora of bewildering ways of measuring on the market.

We felt it was time for one recommended way in which the industry could measure media coverage.'

The project aims to enable PROs and clients to more successfully evaluate coverage and compare the impact of PR with other communications disciplines, such as advertising.

PRE-fix's Claire Spencer, who leads the project, said: 'After a period of information collation and review, we intend to consult a range of stakeholder groups to identify their evaluation needs and provision. We'll factor that into our findings and test the results of the messages we've received.'

The former Manning Selvage & Lee planning director last week launched i-to-i research, a spin-off designed to sell MS&L's i-to-i tracker product for measuring and evaluating the success of PR programmes.

The company will operate as a separate business within MS&L, and Spencer will run the outfit as MD.

Leader, p8.

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