Executive Summary – World PR Report 2016

Article by Francis Ingham, Chief Executive of ICCO

The ICCO & PRWeek World PR Report is the definitive analysis of where the global PR and comms industry stands today; how it has been performing over the past year; and what it predicts will happen in the next few. Drawing on the breadth and depth of ICCO’s membership – 37 national associations, operating in 48 countries, and representing more than 2,500 agencies – it is a vital tool in understanding our industry.

What are the headlines?

Agency heads are optimistic. On a scale of 1-10, there is a global average of exactly 7. The most optimistic markets are the UK (8.1), and the Middle East (8.0); the least are Latin America (5.9), and Africa (6.0).

And they are expecting an increase in profitability, with a score of 6.2. Leading the pack is North America (7.2), followed by the UK at precisely 7. At the other end, we have Latin America again (5.2), and Western Europe (5.7).

Both of those findings deserve celebration, given the at times tempestuous and uncertain state of the world economy. What is driving this performance? I would highlight three factors, which we have seen for the past few years now, and which are remarkably constant region-by-region.

The first is chief executives taking corporate reputation seriously. Quite simply, the business community around the world is more aware than ever before of the fact that their most important asset is their reputation.

The second is that marketers are taking their spend away from other disciplines, and diverting it into more effective mediums of PR and comms. And the third is that clients are increasingly asking public relations firms to provide non-traditional services.

Those last two points amount to one incontrovertible trend – in an increasingly integrated marketing world, PR’s nimbleness, insight, and creativity is beating the competition.

What have been the main practice areas of growth?

Four stand out head and shoulders above the rest – digital comms; corporate reputation; marcomms; and public affairs. And when agency heads are asked to predict which sectors will drive growth over the coming years, they name exactly those four again.

Obviously, there are variations by region, reflecting different local priorities, and different levels of market maturity. But the message is clear – those areas have driven growth in the past, and are set to do so again in the future. Looked at by sector, we again see four key areas of growth now and in the future – technology; consumer; healthcare; and financial and professional services. And underpinning all of this behaviour is the crucial role PR and comms agencies now play in social media and community management, and in creating content across the whole range of media – areas where wise agencies are making significant investment. So far, so encouraging.

But what of the challenges faced by the industry?

It will come as no surprise that two perennial ones are right up there – meeting profit margins, and handling general economic conditions. The first is a symptom of PR’s inability to charge appropriately for the value it delivers – former ICCO chairman Richard Houghton’s regular lament that ‘Fridays are free’; the second is something over which we have no control.

The area where we certainly have the ability to make a difference is talent. In six of the nine world regions, it tops the bill as the key challenge. In fact, only in Asia does talent not rank in the top three. Although our industry continues to power ahead, its growth is being hindered by our failure to attract and then to retain the very best.

Within that challenge are two specific areas of concern: hiring senior staff, and attracting people from non-traditional background. The latter is of particular concern to ICCO. If agencies keep on recruiting the same type of person, with the same type of background, they are automatically excluding themselves from large parts of the market. The more varied teams are, the abler they are to deliver excellent services to the widest possible range of clients.

I would make two final observations: First, and it is a point made by several contributors from different regions, the industry has reached a happy place of maturity. Social media and content may be the biggest areas of growth, but there is still room for the older skills of PR and comms, such as media relations. And that place exists in established and developing markets.

There is, quite simply, a home for all branches of our profession.

Second, what a brilliant time to be in this industry. Even in difficult economic circumstances, PR and comms agencies are profitable, growing, and optimistic.

How would I sum up the future? Bright. And getting brighter.

Download a free copy of the ICCO & PRWeek World PR Report 2016 here


The ICCO Global Award Entries: The Quest To Demonstrate True Effectiveness

Article by Renee Wilson, president, PR Council; co-chair of ICCO Global Awards jury

Another awards program? Oh my…….but wait! – here is a chance to get some deserved recognition for your team’s stellar work, while helping educate the global marketing communications community on the power of public relations.

Our industry is going through somewhat of an identity crisis redefining who we are, and what we do, at an incredible pace.  There are many types of different discipline agencies that claim to know how to ‘earn influence’ or ‘earn media’ in a way that public relations can, with credibility and relevance.  However, our discipline is truly an art and a science, and operates in some similar ways but in a lot of unique ways too.

The ICCO Global Awards is a great opportunity for our industry to showcase the way in which public relations campaigns achieve real results, through powerful outcomes.  It is the measurement of changes in attitudes, opinions, and behavior (eg,votes, shares, sales etc.) that truly helps underscore the effectiveness of our campaigns, and what the ICCO Global Awards are all about.

The Cannes Lions Festival and Awards is very much rooted in creativity, and we love it for that, while the ICCO Global Awards punctuates the campaign “effectiveness.” That’s not to say that you don’t need a creative entry to win the ICCO Global Awards too, but proving how you help achieve your clients’ objectives with something measureable and tangible, not just opinion, is where your focus should be when entering for an ICCO Global Award.

Additionally, could this be the year we come up with the best collection of global campaign entries that demonstrate the powerful effectiveness that public relations offers?  I think it could.  Let’s challenge ourselves and our industry to do it!  Then, let’s use these ICCO Global Award winning campaign entries as calling cards to clients all over the world to better demonstrate what our discipline is capable of when it comes to effectiveness.

In my role as president of the PR Council, I talk to many leaders from CMOs and marketing clients, to communication directors, about the power of PR.  In order for them to continue to prioritize PR within their organizations with supporting resource, and in some cases, start to prioritize, we need to do a better job of explaining our effectiveness.  It’s that simple.  And, it’s that complex.

If you listen to the trade media that cover our industry and the industry pundits, some feel that we are moving too slowly in doing this.  The observation – (whether you agree or not) – is perhaps we are not retooling as quickly as other disciplines in terms of our talent, infrastructure and campaign thinking.  Let’s prove them wrong!  Let’s show the remarkable work our teams produce.  Let’s enter the ICCO Global Awards and use these entries as our industry calling cards.

For more information on the ICCO Global Awards visit:

GWPR Global Gender Pay Gap Survey goes live

The very first international Gender Pay Gap and Work Life Balance Survey, from ICCO sector group GWPR (Global Women in Public Relations), has now gone live.

The survey asks a number of questions about working practices and seeks to provide important data on the state of play and views of those working in PR – be it in agency, in-house or as an independent consultant. The survey is designed to provide important feedback on equality and the work/life balance for both men and women working in the industry.

The survey has been facilitated by leading market research agency One Poll and is fully supported by ICCO (the International Communications Consultancy Organisation). Media partner The Holmes Report will be publicising the survey, as well as reporting the findings. The results will be published by ICCO at the Global ICCO PR Summit in Oxford, September 29th/30th.

These are the links for the UK and US questionnaires:





Sue Hardwick MPRCA and Angela Oakes MPRCA, co-founders of GWPR said: “In the UK, women constitute two-thirds of the overall working population in the PR industry, however there is a widely reported gender pay gap. Quite simply, men and women in the UK PR industry are not being equally rewarded. We believe that this issue is not limited to the UK, but is affecting the majority of women working in PR around the world.

ICCO Chief Executive Francis Ingham MPRCA commented: “There is a global problem with the gender pay gap in PR, and we are very pleased that GWPR is seeking to address this issue. The existence of this gap deters entrants into our industry and encourages leavers from it. With GWPR now a member of the ICCO Board, we can work closely to shine a light on this incredibly concerning problem. And having shone that light, we can then take action to solve it.”

GWPR was launched last year, as an umbrella organisation, linking WPR national networking groups, so we can address key issues like this both for women and for the PR industry worldwide.”

The ICCO organisation is facilitating the global platform for the research. ICCO comprises PR trade associations representing over 2,500 agencies, in 48 countries worldwide.


If you have any questions about the research, or are interested in taking part, please contact Sue Hardwick or Angela Oakes


World PR Report launches next month – preview

The World PR Report published by ICCO and PRWeek will be launched at the Global ICCO PR Summit in Oxford, United Kingdom on 29-30 September.

The report is the annual analysis of the international public relations industry including a breakdown of the top 100 global agencies, market analysis from regional leaders, and a report on agency growth and opportunity, investment plans and talent challenges.

Commenting on the talent challenges in the Asia Pacific market, Lynne Anne Davis, President – Asia Pacific at FleishmanHillard said:

“PR’s massive transformation as an integrated, socially-centric industry was enabled by the introduction of non-traditional roles and expertise from other industries. That must never stop in order to continuously innovate, expand influence and supple the rising demand for PR services – especially in Asia where local companies are aggressively disrupting categories, exporting brands abroad and creating new spaces.”

Colin Byrne, Weber Shandwick’s UK & EMEA CEO comments on strong growth in the market, but also the challenges ahead:

“Macro-economic issues include economic downturn in BRIC and other emerging markets, security and political issues, the uncertainties around the US election and, yes, Brexit and associated recession warnings, are challenges for us and our clients.”

Loretta Ahmed, Grayling’s CEO of Middle East Africa & Turkey analyses the developing markets of the Middle East and Africa:

“Less risk averse than many parts of the world, the Middle East is coming of age and it is good to see more and more world-class work emanating from the region and being recognised in global award schemes.”

“In Africa in particular, communications professionals are able to achieve CEO level client access at a far greater frequency than in other markets – while this comes with a far greater ability to influence decision-making it also creates the need for strategic communicators to feature heavily in the team mix – a challenge for agency heads looking to field local teams.”

Commenting on trends in the European PR industry, Pascal Beucler, Chief Strategy Officer at MSLGROUP said:

“Another trend we can see everywhere in Europe is the need for more integration, particularly for big, global clients: wasting energy, time and money because of having too many people from different networks/holdings around the table is really something they don’t want anymore. They say they want one team, as diverse as possible but belonging to the same P&L and led by one single, global manager. Such alignment allows better, faster, clearer decisions and action plans.”

Full analysis and commentary of each of the markets is available in the World PR Report, launched at the Summit, and subsequently published by PRWeek online and in hard copy.

Francis Ingham, Chief Executive of ICCO and Director General of PRCA UK & MENA will be presenting the findings at the Summit, and copies will be shared with attending delegates.


For more information on the Global ICCO PR Summit visit

Innovation in creating media impact – The IPREX Blogbarometer

By Michael T. Schröder, IPREX Global President


In 2014 a group of nine European IPREX partners decided to study the impact of blogging on the communication industry and conducted an informal online survey among 1,360 bloggers, inviting two non-European countries to participate for comparison.

The second survey, in 2015/2016 had responses from 2,134 bloggers living in 13 countries, including China and Malaysia.

Here are some encouraging results showing bloggers’ attitudes to our industry:

  • 73% of bloggers said they have been approached for PR or marketing reasons,
    27% were contacted weekly and 19% daily. But there are major regional differences: in “advanced technology” countries, a much higher proportion of bloggers is targeted by companies.
  • A majority (85%) of respondents thinks positively about approaches by companies and actually wish for more (52%). Only 7% are reserved about this contact and only 2% are against.
  • Invitations to events, marketing or PR material and product samples or free products are the most commonplace approaches. Astonishingly, only 20% of bloggers received photos or other images from companies.

These are some more general findings about bloggers:

  • Three quarters of all bloggers are female. Although teens do not dominate, two-thirds of the bloggers are younger than 35 years.
  • The most popular blog themes are focused on consumer and lifestyle topics like beauty, fashion, food and travel. The main goals for blogging are sharing information and experiences, having fun and professional development.
  • The highest rated social media channels for blog promotion are Facebook and Instagram.

DBM Prague Blogbarometer 2015 summary infographic DMB Prague Blogbarometer infographic 2015 Walsh PR Ireland IPREX Blogbarometer Infographic

The Blogbarometer showed that our industry could improve its relationship with this important media channel significantly using better research, more targeted approaches and more creative engagement.

Interestingly, the Blogbarometer exemplifies one important way in which IPREX has been evolving as an organisation: rather than being a global survey from which partners took sub-sets of data for their own use, it was designed primarily to boost partners’ profiles in their own markets – with the global view emerging from the sub-set of common questions.

This mirrors a shift in our perspective from a “top-down” managed network structure to a platform on which individual partners can operate worldwide. IPREX is inside the agency, rather than the other way around – making each IPREX partner a global agency.

The Blogbarometer worked so well on both levels, generating useful information and news in each partner’s market as well as for IPREX as a whole, that we will continue to run it in a two-year cycle.


IPREX was founded in 1983 to help independent PR firms deliver high-quality client work in major markets worldwide, and it has evolved into a tightly knit peer group of more than 70 of the world’s most successful communication agencies.

We offer our partners’ clients seamless world-class advice and implementation – and we provide partners with the infrastructure and support they need to win and manage such assignments.

Clients choose IPREX partners for their influence in their own markets and because our management systems make the diversity, innovation and dynamism of owner-managed agencies work to their advantage.

Partners join IPREX for the assurance of high-calibre work for their clients in remote markets, and to develop their agencies in a collegial environment through best practices, new business opportunities and a common program management language.

Partners communicate frequently, review each other’s work rigorously and meet often. When they join forces they’re working with agency owners they know as partners – not strangers united by a brand name and divided by internal competition.

PRCA UK Census 2016 reveals that the PR industry is worth £12.9bn

Article by PRCA

The PR Census 2016 launched by PRCA has revealed that the UK PR industry is worth £12.9bn – over £3bn more than previous figures in 2013.

In 2016, the PR industry’s value is estimated to have grown by 34% since 2013 when it reached £9.62bn.

The PR Census 2016 has also revealed that the PR industry has grown to around 83,000 employees. This is an impressive level of growth since 2013 when it was 62,000 strong.

Launched yesterday, the PR Census 2016 is the most comprehensive and authoritative analysis of the PR industry, developed by the PRCA in conjunction with PRWeek and global research house YouGov.

Francis Ingham MPRCA, Director General, PRCA, said:

“Three things stand out for me from the PR Census 2016.

“The first is growth. Our industry is surging ahead, becoming bigger and bigger. And that growth is seen in pretty much every sector. The industry, it seems to me, has settled down to a balance between what we used to think of as its new and its traditional forms.

“The second is difference. Differences in gender balance; in pay; in expertise and duties. The industry is composed of plenty of unique hubs of PR excellence all around the country, all powering forward in slightly different manners.

“And the third is challenge. The gender pay gap is still obvious, and still troubling. We still recruit from too narrow a circle, denying ourselves access to some outstanding talent. And far too many of our industry still –remarkably- turn to AVEs when measuring their impact.

“We intend using every bit of influence we have to address every one of those challenges.”

Danny Rogers FPRCA, Editor-in-Chief, PRWeek, said:

“As someone who has been in and around this industry for two decades – first as a graduate trainee in PR, and later as an industry editor and author – what strikes me about the PR Census, is how little the big themes actually change.

“We are still discussing the future of print, the hot growth of healthcare and tech, the difficulties of measurement and the lack of diversity. But the industry is getting most things right. Because for most of those two decades UK PR spend has been growing rapidly, and continues to do so. Another constant is PR’s adaptability – and this is more critical than ever as technology and media rapidly transform each other.”

The PR Census 2016 also revealed:


The PR industry remains a young industry, with an average age of 28. It is a female-led industry, with 64% of its employees being women. 34% of PR people have children or dependents.

There has been little change in PR’s diversity since 2011, with 91% being white and 89% being British. However, the youngest generations in the industry represent important improvements in diversity levels.

Undergraduate degrees remain the predominant highest form of education, a fact that becomes more prevalent with each younger generation.


51% of industry members believe that PR is a profession. 40% see it as an industry.

The Barcelona Principles 2.0 are the leading form of PR evaluation, but AVEs remain a significant measurement format.

Technology and health are the mostly hotly-tipped sectors to increase investment in PR in the coming years.

Digital, S.E.O., and online communications are seen as the tasks that have most increased in importance over the last two years, and also those that will increase most in the coming years.

Sales promotion, general media relations and writing articles, newsletters etc, are the roles thought to have most decreased in importance over the past two years.

What do we do?

Our leading duties are general media relations, media relations strategy planning, and digital and social media.

The senior members of the industry oversee communications strategy development and reputation management; while younger members handle general media relations and writing.

Technology and consumer services, media, and marketing continue to be the most prevalent sectors in which PR agencies work.

PR agencies are most likely to be made up of between 11-50 people. In-house teams are overwhelmingly made up of 2-5 people, regardless of organisational size.

Salaries, benefits and working hours

The average PR salary is £45,100, down from £53,781 in 2013.

The average agency salary is £44,805, down from £54,311 in 2013. Pay at the senior levels has fallen, but professionals who are Account Director-level or below have seen a small increase.

In-house salaries increase more uniformly, and the average salary is £43,591, down from £50,438.

The average freelancer salary is £56,789, down from £73,322 in 2013.

There is a significant pay disparity between men and women, an average of £9,111.

The highest salaries in PR agencies go to those handling central government work, alongside retail and wholesale, and food, beverages and tobacco. In-house salaries peak for those working for technology, finance, and utilities companies.

PR professionals are contracted to work, on average, 35 hours a week. However, the average amount of time they are actually working is 45 hours a week.

The leading form of flexible working in the PR industry is flexitime (core hours with flexible start and finish) which is taken up by 28% of the industry.


The market sizing data was calculated by taking a combination of historical data from the previous PR Censuses published in 2011 and 2013, combined with PRCA benchmarking studies, and the Government’s ONS tables of industry sizing and growth.

The online survey generated 1,874 responses, and was generated by YouGov using two different sample sources:

  • Targeted sample sent to PRCA members and PRWeek subscribers
  • Public link on PRWeek and PRCA websites

The fieldwork was undertaken between 17th February – 26th April 2016.



Who we are: Founded in 1969, the PRCA is a UK-based PR membership body, operating in 45 countries around the world. We represent in excess of 20,000 people across the whole range of the PR industry. The PRCA promotes all aspects of public relations and internal communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do: The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference: All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry’s behalf e.g. fighting the NLA’s digital licence.

Who we represent: The PRCA currently has more than 400 agency members; 270 in-house communications teams from multinationals, charities and leading public sector organisations; and thousands of individual members.


New Italian guidelines for private tenders: agreement between Assorel and UPA

Assorel, Italian PR Agencies Association and ICCO Member, and Utenti Pubblicità Associati (UPA), the organisation representing Italian investors in communication, have drawn up a document providing guidelines for the correct and transparent conduct of the selection of the agencies during a private tender.

According to the two Associations, consultations would be the most profitable way to start the selection, but if for operational reasons a tender is required it is good practice to have reports for its proper conduct, or to establish shared principles between clients and agencies.

The document includes guidelines about the number of participants, indication of agencies invited to participate in a tender, evaluation criteria of projects, timing of presentations and flat rate refunds for all projects.

The report does not offer prescriptive directions, but shared principles between clients and agencies. With these guidelines UPA and Assorel hope to set a relationship that benefits the quality of work and results for both parties.

For more information:

ASSOREL – Alessandro Costella –

UPA – Giovanna Maggioni –



ASSOREL is the Italian Association of Public Relations Agencies, founded in 1982 which brings together the major operators in Italy and a member of Confindustria Intellect and ICCO – International Communications Consultancy Organisation – the global organization that brings together the Associations of 36 countries.

About UPA

Utenti Pubblicità Associati (UPA) is an Association that brings together the most important and prestigious industrial companies, commercial and service companies that invest in advertising and communications in Italy.

GWPR to undertake global gender pay gap survey

Women’s PR industry body GWPR (Global Women in Public Relations) is planning to undertake a global gender pay gap survey in 2016.

GWPR is a new international network of independent Women in PR associations, providing a forum for networking groups of senior PR women to meet, share contacts and experiences for their mutual benefit. It is also an important channel for discussion on major issues affecting women working in the global PR industry.

Sue Hardwick MPRCA and Angela Oakes MPRCA, co-founders of GWPR said: “In the UK, women constitute two thirds of the overall working population in the PR industry, however there is a widely reported gender pay gap. Quite simply, men and women in the UK PR industry are not being equally rewarded.

We believe that this issue is not limited to the UK, but is affecting the majority of women working in PR around the world. Initiating this Global Gender Pay Gap Survey will enable us to highlight the bigger picture.

GWPR was launched last year, as an umbrella organisation linking WPR networking groups, so we can address key issues like this both for women and for the PR industry worldwide.”

GWPR has recently been appointed a place on the International Communications Consultancy Organisation (ICCO) Board of Management, which will offer a global platform for the research. ICCO comprises PR trade associations representing over 2,500 agencies, in 48 countries worldwide.

ICCO Chief Executive Francis Ingham MPRCA said: “There is a global problem with the gender pay gap in PR, and we are very pleased that GWPR is seeking to address this issue. The existence of a gap deters entrants into our industry, and encourages leavers from it. With GWPR now a member of the ICCO Board, we can work closely to shine a light on this incredibly concerning problem. And having shone that light, we can then take action to solve it.”

If you have any questions about the research or are interested in taking part, please contact Sue Hardwick ( or Angela Oakes (


About GWPR

GWPR (Global Women in PR) is a new international network of independent Women in PR associations. As an umbrella organisation, GWPR provides an invaluable international forum for networking groups of senior PR women to meet, share contacts, experiences and ideas for their mutual benefit. It is also an important channel for debating and drawing attention to the major issues affecting women working in the global PR industry today.


About ICCO

The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations representing 48 countries across the globe in Europe, Africa, Asia, the Middle East, the Americas and Australia. Collectively, these associations represent some 2,500 PR firms.

An Armchair Conversation to reclaim Public Relations

Written by: Georgia Stephens,


Set in cosy 332 Manhattan café, Canberra, the first PRIA ACT Armchair Conversation took place between two Fellows, Tom Parkes and James Mahoney.

With a glass of red and canapés, Tom interviewed Jim about public relations, in particular the importance of strategic communication. Full of anecdotes and evidence, Jim shared his research findings, experience and advice with a captive audience who left revived about their purpose in professional communication.

Jim recalled a stage in his career when it was a struggle to convince senior practitioners to take a strategic approach to communication – a must for an organisation to succeed.

“The problem for PR practitioners is we tend to have all this accountability but no authority. We need to think strategically and avoid getting drawn into just digital media.”

“For PR to prove their worth to an organisation we need to demonstrate our understanding of how the business operates, pre-empt issues and create a communication strategy that supports an organisation’s short term, midterm and long term horizons.”

Jim believes our current politicians are an example of defaulting to tactics rather than strategy, “Everything they do is for media exposure, their channel, and their short focus – reactive.”

Strategy on the other hand requires analysis about who you want to read the story, and creating the right situation to do it – an environmental scan – one of Jim’s must do’s as a PR practitioner. “You need to be aware of what’s happening all around you. Read the news every morning – watch ABC news of an evening – watch the 7:30pm report tonight. View!”

With his hard hat on, Jim was honest about many topics, including the public sector’s need to begin evaluating properly, starting with smart objectives. “Too many people produce outputs rather than focus on outcomes which requires measurement.”

In summary, Jim’s top advice is:

  1. Don’t accept the status quo – challenge it;
  2. Always think strategically; and
  3. Don’t default to tactics.

Researching, Measuring and Evaluating PR Success

Written by Sarah Alvarez for the PRIA.

From Optional Extra to Valued Must-Have: Researching, Measuring and Evaluating PR Success

With lines blurring between public relations, marketing, advertising and communications it is increasingly important for PR practitioners to be able to tangibly demonstrate the outcomes of their efforts and the value of public relations to clients. In response to this the Public Relations Institute of Australia (PRIA) Registered Consultancy Group (RCG) Research, Measurement and Evaluation (RM&E) Committee released its Principles on Best Practice in RM&E and Media and Social Media analysis guidelines. At the end of last month PRIA held a special panel event in Sydney to discuss the guidelines on how to best implement research, measurement and evaluation in public relations. The panel consisted of:

PRIA’s RCG RM&E committee members;

Carol Moore, Director of Moore Public Relations and
Michael Ziviani, Founder & CEO of Precise Value, Co-Chair AMEC Asia-Pacific Chapter

With special guests;

Rhys Kelly, Head of Communications at The Smith Family
John Vineburg, PRIA NSW Council President and Senior Project Officer (communications) with NSW Health and
Professor Jim Macnamara Associate Dean (Engagement and International), Faculty of Arts and Social Sciences of UTS.

The panel discussed the guidelines, which were the outcome of extensive thought, discussion, experience and effort. They also gave some practical examples of how to apply the best practice RM&E principles. Here are some snippets of what was covered;

  • PR professionals need to stop demonstrating their value based on comparisons to Advertising. Advertising equivalent values for earned media are not valid measurements of success, using them does a disservice to the work that PR professionals do, there is no proof that PR content is more credible than advertising.
  • How you, as a PR professional, measure success may not be how your client measures success.  It can take time to really work that out, but it is paramount that you do, and will benefit you in the long run.
  • Research provides the foundation for success. Research doesn’t have to be costly, but it should be part of your budget, it will enable you to set objectives that are SMART (specific, measurable, attainable, realistic, and timely).
  • PR campaigns need to be measurable wherever possible. If PR professionals don’t communicate and report their successes in measurable ways, clearly demonstrating how their efforts have produced desired outcomes they leave themselves vulnerable to having others claim credit for their work – and also their budget.
  • It is not big data that makes the difference it is big insights. The data you get through research measurement and evaluation from your campaign should teach you something.

“Research measurement and evaluation needs method and structure to deliver good insights…good insights create valid understanding… understanding has high value to senior management. Using research, measurement and evaluation properly provides feedback to review and refine what you do and then do it better” – Michael Ziviani

If you want to learn more about the guidelines or how to apply best practice research measurement and evaluation in your PR and comms practice, or learn how you can implement the guidelines you can read more on the PRIA site, or attend PRIA’s full-day RM&E workshop in Sydney on 19 August where you and your staff can explore the detail of best practice RM&E and how to adopt the principles to benefit your business and your clients.


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