NEWS: A step closer to standard unit for PR measurement

Media evaluators took their first steps towards consensus last week with an agreement to establish a joint industry body to develop a standard unit of media measurement.

Media evaluators took their first steps towards consensus last week with

an agreement to establish a joint industry body to develop a standard

unit of media measurement.



Evaluation companies including Metrica, Mantra, CMS, The Henshall Centre

and Media Measurement, pledged support for a joint body incorporating

IPR and PRCA representatives.



Over pounds 20,000 of funding was pledged by members of the industry,

although the joint body has yet to be ratified by the IPR and PRCA.



Support for the body was, however, by no means unanimous. A further 12

representatives withheld their support due to reservations about the

benefits of a common standard to the industry.



Industry representatives also failed to rise to calls for the immediate

establishment of an association which would sit alongside the IPR and

PRCA in the joint industry body.



The think tank was the brain child of Raymond Wilson, group corporate

affairs manager at Norwich Union, Quentin Bell former chairman of the

PRCA and Peter Crowe committee member of the IPR Marketing

Communications group.



The trio proposed the creation of a standard unit of measurement - The

Public Relations Point (PRP) which would dovetail with existing

advertising GRPs and TVRs



‘The evaluation industry has grown tremendously and is facing enormous

opportunities but still acts as an immature one, and therefore it needs

to form itself into an association,’ said Bell.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.