City & Corporate: Senior PROs lack key tools

PR evaluation in the financial services sector is still not up to scratch, according to a survey of industry professionals.

A poll of senior financial services in-house PROs, conducted by Broadgate Mainland and The Financial Services Forum, found that more than 50 per cent were not satisfied with the tools they were using to measure social media.

Fifty-one per cent did not measure broadcast coverage and half evaluated coverage on social media sites based on gut reaction to alerts and RSS feeds. Despite this, 40 per cent felt that demonstrating the value of PR activity to senior executives had become more important owing to the recession.

Fifty-two per cent of respondents said a major part of their job was to secure appearances of key executives in their preferred publications, of which the Financial Times is the top media outlet.

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