The IPR and PRCA are backing a joint industry body to develop a standard
unit of measurement
Raymond Wilson Norwich Union
‘Yes, because it would help the decision-making process which involves
both PR people and non-PR people like chief executives and financial
directors who are used to having a way of appraising what they invest
in. You wouldn’t spend a million pounds on advertising without ensuring
what your return would be. More money would be spent on PR if there was
a standard measurement.’
Nicholas Grant Mediatrack
‘It is an industry standard that we need more than a standard unit. The
industry needs to find a way to benchmark the various available forms of
research by requiring strict quality control. Rather than relying on a
magic solution, a brand new unit plucked out of thin air, we should
build on existing best practice. Some people are attempting to
steamroller this ill-defined proposal through but there are glaring gaps
which have been glossed over and ignored.’
Dermot McKeone Infopress’
‘We need a common unit both for the PR effectiveness and ‘media
profile’. But having common units of measurements won’t excuse PR
professionals from answering the question ‘Have I met my objectives?’
There are many ways of meeting objectives and the media analysis
business will continue to offer ways of telling them if they have
succeeded.’
Peter Crowe National Dairy Council
‘Yes it does. But media relations is only one part of what we do. Media
measurement is a measurement of activity rather than the outcome of what
we do. Still, it’s an important start. Going on using, as many people
do, advertising value equivalents, can do nothing but harm to us.
Genuine evaluation must go hand in hand with approved planning
procedures. Only by being very clear about what it is we’re setting out
to do and how we’re going to do it, can we know if we’re succeeding.’
Mark Westaby Metrica
‘In Metrica’s experience there remains a great deal to be done to
educate PR practitioners on media evaluation. This is one of the main
reasons why the dreaded advertising value equivalent (AVE) continues to
persist. The standard being discussed would provide a much better
alternative to AVE and still enable media evaluation companies to
provide an added value service to clients.’
