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
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.