Improving the image of PR is the main challenge facing PR today,
yet the industry is failing to make the link with greater accountability
and measurement standards, according to the PR Week/ Countrywide Porter
Novelli Proof Survey published this week.
The telesurvey of 200-plus PR Week readers, plus a series of
face-to-face interviews carried out by CARMA International, represents
the most detailed examination of use of research and evaluation by the
PR industry to date, and is the first to look separately at agency,
in-house and public sector practice.
Over 85 per cent of respondents said that they were personally committed
to evaluating their own efforts, yet 20 per cent said that they didn’t
believe their efforts could actually be evaluated.
While 61 per cent of respondents use media content analysis and press
cuttings, other methods of measuring outcomes were under utilised.
More than three-quarters of respondents felt that a set of common
standards would make selling measurement easier and more than 80 per
cent welcomed the concept of an R&E toolkit.