Cross-border PR R&E is low priority for multinationals

A quarter of multinational companies do not test the effectiveness of their international PR programmes, and another 30 per cent do not use media analysis according to research carried out by the PRCA.

A quarter of multinational companies do not test the effectiveness

of their international PR programmes, and another 30 per cent do not use

media analysis according to research carried out by the PRCA.



The results have surprised the PRCA. ’We expected a higher percentage to

use media analysis, but put it down to structural rather than

behavioural attitudes. Many of that 30 per cent rely on the local

country management to do the analysis,’ said Lyle Closs, MD of Ogilvy PR

European technology and a member of the PRCA Committee.



Once campaigns had been handed to local agencies to implement, only 76

per cent of companies measured their effectiveness. Only 40 per cent of

respondents used attitude and awareness research to evaluate their PR

programmes.



The survey was compiled through interviews with 50 directors of

communication or their equivalent in multinational companies based in

Europe, the Americas and Asia. Over half the companies operate in more

than 25 countries.



The research found that 60 per cent of respondents had annual PR budgets

of between dollars 250,000 and dollars 5 million (pounds 160,000 and

pounds 3 million), while one in eight spend more than dollars 15 million

(pounds 9 million). Half of the respondents used between five and 14

different agencies and another 20 per cent used up to four. Six per cent

used more than 25 agencies around the world.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in