More commitment needed – results
Corporate PR teams are twice as likely to see the value of external programme measurement as PR consultancy professionals, according to a new AMEC international study of the research and measurement sector.
Barry Leggetter, Executive Director of AMEC, said the research results underlined the importance of a leadership debate AMEC had organised involving 5 international PR bodies at the European Summit in Barcelona.
He said: “The global PR groups already take programme research and planning seriously with their own internal teams.
“However it is the hundreds of other consultancies we need to reach. It is clear from the research that we need to prove the value of external programme measurement. We need to learn to work with each other better because we are both on the same side and that is to demonstrate to clients that your programme is working!”
The International Business Monitor, carried out by AMEC, the fast-growing international Association for the Measurement and Evaluation of Communication, reports 83% of end user client professionals are increasingly seeing the value of research and programme by external specialists, compared with 41% of PR consultancy professionals.
The study findings did show was that even in difficult economic conditions, six in ten clients (59%) were receptive to finding increased budget if the business case is made.
A special version of the International Business Monitor is available priced at £500. To obtain a copy please email Becky Rothwell. beckyrothwell@amecorg.com. Full Members receive the full results as part of their annual membership
