Three in four healthcare clients believe that standards of research
and evaluation (R&E) for PR activities are disappointing, according to
PR Week’s latest straw poll.
However, those clients who were disappointed by R&E standards also said
that they were likely to increase the amount of PR budget allocated to
evaluation. The poll questioned four clients and five agencies in
According to agencies, more than 84 per cent of healthcare clients
allocate part of their PR budget to R&E, with an average spend of 4.5
All agencies said that they included a research and evaluation element
when pitching for new business and 60 per cent said their
recommendations were usually accepted.
’With the increase of direct-to-consumer activity, clients are beginning
to understand the need for continual evaluation to measure both the
ongoing impact of a campaign and identify any need to change direction
or focus,’ said Angie Searle, director of Cohn and Wolfe healthcare.