PR bosses stress importance of evaluation

A PRCA survey has found that 84 per cent of PR agency MDs view evaluation as 'very important' to the credibility of PR.

Ingham: director general
Ingham: director general

The PRCA Leaders' Panel asked 43 MDs about evaluation in the comms industry. Of those surveyed 75 per cent said that they spent between 1-5 per cent of the PR budget on evaluation.

Francis Ingham, PRCA director general, said: ‘In spite of the challenging economic conditions less than a third are reducing the proportion of budgets spent on evaluation, this is welcome news but still too many. The best way to fight budget cuts is to demonstrate the value you are adding.'

Jackie Murphy, managing director of Flagship Consulting Ltd said: ‘It is mad that we know it is important to justify our existence yet find it so hard to persuade clients to spend money in this area.'

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