CBD - Communication by Design

 
  fewer than half measure pr

 

Fewer than half of New Zealand public relations practitioners usually measure PR outputs, out-takes or outcomes according to a survey of nearly 300 Public Relations Institute (PRINZ) members by CBD managing director and PRINZ president Tim Marshall.

The web-based survey, which was carried out in March, had the following key findings:

  • About one third of practitioners usually measure PR outputs (tangible material eg media coverage, brochures, events). About 20% never do.
  • About 45% usually measure PR out-takes (awareness, understanding and retention of key messages).
  • About 45% usually measure PR outcomes (attitude or behavioural maintenance or change).
  • About one third usually link PR and communications activities to a financial bottom line.
  • About 70% usually link PR and communications activities to triple bottom-line objectives.
  • About 60% say PR activities are well linked to organisational objectives.
  • Practitioners say more than 50% of organisations spend less than 5% of PR and communications budgets on measurement; and about 90% of organisations spend less than 10% of PR and communications budgets on measurement.

In-house practitioners answered the survey with regard to their employers and consultants were asked to answer with regard to the one client they personally spend most time working for.

Organisations were divided into government agency, local government, private company, listed company and not for profit. There were differences in responses between the sectors but they were not dramatic.

There were general comments that it was hard to get commitment and budget for measurement. Some said this was because the people setting budgets either didn’t understand communications or weren’t committed to it.

Many practitioners said measurement was needed to prove the value of PR and communications. “If more companies were to insist on asking questions about why they carried out their PR activities they would soon change the mix of those activities and get more value for their PR dollar,” said one.

Tim Marshall says monitoring and measuring is essential. “But it’s also essential to know that you are monitoring and measuring in order to continually improve what you do – not just for the sake of it.

“ Advertising guru David Ogilvy once said market research is often used in the way a drunk uses a lamp post – more for support than illumination.

“ Similarly measurement must be used for illumination and subsequent action – not just so that someone can tick a box to say that PR measurement has been ‘done’.”

Tim presented the survey results to the Strategic Communications and Public Relations forum held at the Sheraton in March. The survey was hosted and results analysed by John Shattock of Shattock Communications and Research.

If you wish to discuss evaluation and measurement of your PR and communications activities please contact Tim Marshall on 358 9805 or tim_marshall@cbd.co.nz

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