Non-FMCG consumer PR clients spend an average of 2.25 per cent of
budget on research and evaluation (R&E), according to a PR Week straw
poll of agencies and clients.
The spend is the lowest revealed by the survey so far. Each week the
survey has looked at one specialist PR market such as public affairs or
business-to-business. The lowest spenders after non-FMCG consumer
companies are clients with financial PR accounts, who spend between
three and five per cent.
In its campaign to improve levels of R&E in the industry, PR Week has
identified 10 per cent of the average PR budget as a minimum spend for
effective evaluation. According to agencies, only half of their non-FMCG
consumer clients spend money on R&E.
Clients said research and evaluation standards varied from disappointing
to good, and only two would increase PR spend if R&E could offer
conclusive proof of its effectiveness. However four in five would spend
more on R&E if it could be shown to make PR more effective. Three in
five agencies surveyed said spend was staying the same, two said it was
Methods of evaluation vary from sales and customer response analysis, to
benchmarking, media analysis and audience research.
Steve Gebbett, managing director of Charles Barker BSMG, said evaluation
is increasing as campaigns become more integrated, involving
co-ordinated advertising, marketing and PR elements. ’Brand owners are
increasingly wised up on getting value for money and monitoring
everything,’ he said.
- Non-FMCG consumer clients spend an average of 2.25 per cent of PR
budget on research and evaluation
- Half of clients do not spend anything on research and evaluation
- Clients would spend more on research and evaluation if it made PR more
- Only two in five clients said they would increase overall PR spend if
research and evaluation showed it to be effective.