The overwhelming majority of client marketers say PR is important to
their business. But over two-thirds are not satisfied with its ability
to measure effectiveness.
The results come in a survey of client marketers by the Institute of
Practitioners in Advertising. A total of 94 per cent of respondents said
PR was important to their business, with 52 per cent saying it was ‘very
important’. Of the disciplines compared, only consumer advertising
But when it comes to the ability to measure effectiveness in the
different disciplines, PR scored disastrously.
Fewer than one in three clients said they were satisfied with their
ability to measure the effectiveness of PR, and just four per cent said
they were very satisfied.
In contrast, well over half said they were satisfied with measuring the
effectiveness of direct marketing, consumer advertising, and sales
However, their satisfaction with measuring the effectiveness of all
communications disciplines had slipped significantly since the previous
The survey also asked about measuring advertising effectiveness. The
comments made bear a striking resemblance to familiar complaints about
PR evaluation. ‘There are so many conflicting measures’, said one.
Another commented that ‘the age-old problem of commercial clutter has
only got worse; isolation of any one effect is increasingly difficult’.
The IPA surveyed 115 ISBA members, 53 per cent of whom had a marketing
expenditure of over pounds 20 million.