Clients spend an average of between three and five per cent of
total financial PR budget on research and evaluation, a PR Week straw
poll of clients and agencies with financial PR accounts has
Respondents claimed levels of evaluation are low because the overall
results of financial PR are self-evident - measured by the success or
otherwise of a float or merger, or the movements in share price.
Agencies estimated that 24 per cent of clients allocate PR spend to
pre-campaign evaluation and research. A similar percentage allocate
spend to evaluation of results. Five agencies and five in-house
departments took part in the poll. Four out of five clients believe
standards of research and evaluation across the industry were poor, and
most said evaluation was unlikely to improve.
Several respondents said that the work of financial PR agencies and
in-house practitioners still tends to be judged by a general ’feelgood’
factor and quality of service offered.