Junior-level PR professionals feel more planning and funding for research at the initial stages of a campaign or program is needed.
This article shares findings from a study which revealed that PR executives feel the need for integrating measurement and evaluation across departments. Junior-level PR professionals find demonstrating the contribution of PR efforts to bottom-line goals as a challenge.
Both, junior and executive-level PR professionals, have noted the need for transparency in measuring and evaluating PR efforts. They would also like to see research through surveys and focus groups happening during the evaluation stage.
The article shares that the focus of measurement and evaluation should be to interpret and improve (and not to only focus on PR efforts). Further, a need for industry advocates for stronger measurement and evaluation was felt.
[3 minute read]