Financial PR’s success is self evident, says poll

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 discovered.

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

discovered.



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.



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