NEWS: IPA survey says PR needs to prove its effectiveness

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 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

scored higher.



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

promotion.



However, their satisfaction with measuring the effectiveness of all

communications disciplines had slipped significantly since the previous

survey.



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.



Leader, p13



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