intelligent measurement

Overall spending on PR flat but evaluation up by 5%

May 28, 2012 at 1:22 pm Leave a comment

Spending on PR/communications in companies and organisations is flat – but spending on communication evaluation is up by 5%, according to a new study of senior-level PR/communication practitioners in the USA.

The USC Annenberg’s Generally Accepted Practices (GAP) for Public Relations study found that compared to 2009, total spending on evaluation in PR/communication budgets jumped from 4% to 9% in 2012 – even when some 80% of practitioners reported overall PR/communication budgets flat or decreasing.

The study also found a shift in focus towards “outcome” measures, such as influence on reputation, attitudes and awareness – and away from “output” measures such as clip counting/media coverage.

View the full report here (pdf)>>

Entry filed under: Communication evaluation, PR evaluation. Tags: communication evaluation, pr budgets, pr measurement, usc annenberg.