Editorial: Putting a new slant on evaluation

The world of research and evaluation may appear rather overburdened with committees, but a new task force created by the other IPR, dedicated to exploring the no man’s land beyond media evaluation is a welcome addition.

The world of research and evaluation may appear rather overburdened

with committees, but a new task force created by the other IPR,

dedicated to exploring the no man’s land beyond media evaluation is a

welcome addition.



ICO and AMEC have published excellent guides to evaluation and setting

measurable objectives, but media relations represents only a fraction of

the activities undertaken by PR professionals. The PR Week Proof

Campaign has highlighted the fact that a majority of R&E spend is still

allocated to media evaluation, and all too often this analysis is used

as a form of post-rationalisation rather than as a valuable planning

tool. The taskforce needs to look beyond intermediaries such as the

media and examine the links between audience perceptions and the bottom

line. If it succeeds in this, it will be a very valuable contribution to

the education process.



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