Two thirds of PRCA members want an industry standard for media
evaluation, according to a survey conducted by communication measurement
and evaluation consultants Metrica.
Metrica, which conducted 40 telephone interviews, found greatest support
for a new standard came from small consultancies (80 per cent), followed
by large agencies (70 per cent) and mid-sized public relations firms (60
Ninety per cent of interviewees saw external media evaluation services
as useful to prove the success of media relations programmes.
However 52 per cent believed they take away their ‘control’ over
evaluation, 42 per cent thought they were too complex and 73 per cent
thought they were too expensive.
More than two thirds of PRCA consultancies use advertising value
equivalents to measure media coverage. AVEs are used most by large
agencies (83 per cent) and least by small ones (60 per cent).
The report comes a month after a plan to adopt a standard industry unit
for measuring coverage was launched at the PR Week conference: The Hard
Commercial Edge of PR.
The plan was this week endorsed by Norwich Union group corporate affairs
manager Raymond Wilson, who said his company is prepared to pledge
around pounds 5,000 to buy the data necessary to develop a standard unit