Clients urged to increase spending on evaluation

A new guide to help clients get better value from public relations recommends that up to 12 per cent of PR budgets should be spent on measuring how PR campaigns match up to business objectives.

A new guide to help clients get better value from public relations

recommends that up to 12 per cent of PR budgets should be spent on

measuring how PR campaigns match up to business objectives.



The guide, published by the International Committee of Public Relations

Consultancies Associations (ICO), claims that on average less than five

per cent of budgets are spent on evaluation.



The report - ’How to get real value from public relations’ - recommends

that a sliding scale is used to judge what percentage of the budget is

used for evaluation. With a budget of pounds 50,000, ten to 12 per cent

should go on measuring the effects of PR. But if the budget is over

pounds 500,000, three to five per cent is sufficient.



The report offers clients advice on setting realistic PR objectives and

makes the point that unless measurable business objectives are set, the

evaluation of the PR results will be inconclusive.



ICO president Peter Hehir said: ’Businesses worldwide are spending over

dollars 20bn on PR advice but comparatively few know if they are getting

value for money.Relying on rough yardsticks or instinct to justify

expenditure on PR is simply not good enough. It’s time our profession

became truly accountable.’



The ICO booklet also warns against using the discredited Advertising

Value Equivalents for media measurement. ’Advertising and PR perform

different tasks,’ says the report. ’And what value can you put on

exposure on the BBC when that space cannot be bought at any price?’



The guide is available from the PRCA, priced pounds 2.50.



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