Most PR pros still judge their success by their ability to place material in the media rather than on the impact such coverage might have on shifting opinion, awareness, or moving markets.
There are two camps, says the study: the output measurers (clippings and AVEs) and the outcome measurers who prefer more cerebral - and costly- measures (internal reviews, opinion polls etc). While the number of press clippings and advertising value equivalent (AVE) calculations remain perennial favorites, PR practitioners are now turning to internal reviews, benchmarking, the use of specialist media evaluation tools, focus groups and opinion polling.
Mike Daniels, member of the Commission on PR Measurement & Evaluation, said "... more education is needed within the PR industry to demonstrate the business benefits of proper evaluation, rather than continue to rely on clippings and AVEs."
Clients are becoming more price sensitive, but the same time, they are asking their PR agencies to measure in more effective and targeted ways. General trends include:
Additional survey findings:
Barry Leggetter, executive director of AMEC, said "... it has probably taken a recession... for achieving a breakthrough in the recognition of the value that proper measurement can bring to a PR program."
Please visit IPR here for additional information about the study.