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
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.