IPR establishes taskforce for evaluation guide

The Institute of Public Relations is assembling a task force to produce good practice guidelines for evaluating PR work.

The Institute of Public Relations is assembling a task force to

produce good practice guidelines for evaluating PR work.



Alison Clarke, chief executive of Shandwick Welbeck, will chair the

taskforce, which hopes to present its proposed guidelines to the IPR’s

congress in late October.



Clarke said that most evaluation carried out at present is restricted to

media measurement, ’This is completely unrepresentative of the broad

church that our discipline encompasses,’ she said. ’Media evaluation is

just one tiny element of the whole evaluation toolkit that we’re trying

to create.’



The taskforce’s ’industry toolkit’ will offer good practice guidelines

for both small and large PR operations, whether in-house or consultancy,

wanting to measure and evaluate all their activities.



The taskforce will hold its first meeting in September, and will include

representatives from Railtrack’s in-house PR department, MORI, the

Market Research Society and PR Week.



The group will have access to research and guidelines on evaluation

produced by the at the University of Florida’s Institute for Research

and Education, following the recent signing of a ’mutual collaboration

agreement’ between the university and the IPR.



IPR President Peter Walker said that there are no guidelines of the sort

the Institute wants to produce. The Association of Media Evaluation

Companies and ICO produced documents last autumn on applying media

evaluation to PR campaigns.



Leader, p9.



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