Metrica sees bright future for PR

Some 45 per cent of companies believe that PR will be more strategically important than advertising by the year 2000, according to a survey of 150 of the UK’s top 1,000 companies by Portfolio/Metrica.

Some 45 per cent of companies believe that PR will be more

strategically important than advertising by the year 2000, according to

a survey of 150 of the UK’s top 1,000 companies by

Portfolio/Metrica.



Portfolio/Metrica, which surveyed those in public relations management

between April and July, discovered that 69 per cent of respondents

expect PR budgets to increase over the next three years. Some 64 per

cent of organisations also said that public relations was ’very

important’ within their marketing mix.



The report also indicates that planning of PR campaigns is now accorded

more emphasis by top 1,000 companies. Seventy per cent of companies

carry out more than basic planning at the start of PR programmes, with

61 per cent of the rest planning to do so by the year 2000.



Mark Westaby, director of Portfolio and managing director of Metrica,

says: ’PR is becoming a more strategic element in business. Increasingly

senior managers are turning to PR professionals and the research

suggests that there is a move to better planning of PR among the top

1,000 companies.’



The survey also reveals that just 33 per cent of companies still use

advertising value equivalents (AVEs) as a media evaluation

technique.



However, 70 per cent believe that a standard for media evaluation should

be established.



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