Posts filed under ‘Research & Studies’
A very interesting report is just out from the Innovation Network on the Evaluation Capacity and Practice in the US Nonprofit Sector (pdf).
Here are some excerpts on resources and evaluation:
- 99% of organisations have someone responsible for evaluation
- 84% of organisations spend less than 5% on evaluation
- 16% spend zero on evaluation (!)
There are also more interesting findings on evaluation use and barriers/supporting factors for evaluation – view the report here (pdf)>>
Calling all communication professionals, please assist PhD student Lukasz Bochenek by undertaking a brief survey on key drivers and patterns in Corporate Communications Strategic Management:
Here is a fascinating study produced by UK government’s Central Office of Information that summarises what influences people’s behaviour and the implications for communicators seeking to influence it.
Some of the key implications for communication programmes and campaigns that come out of the study include:
- Communications should not be viewed in isolation
- Developing a practical behavioural model can help make communications more effective at influencing behaviour
- Paid-for media opportunities (which traditionally account for the biggest part of the government communications budget) are not always the most trusted sources
- Understanding behaviour and its influences will enable us to harness the most efficient and effective communications channels.
- Understanding behaviour will support more robust and meaningful evaluation.
A colleague is looking at how people are using social media and what do they value in it – you can help by filling in this quick survey (it takes about one minute).
We will report on the results here in the coming weeks – stay tuned!
As mentioned on K.D Paine’s blog and the Institute for Public Relations website, a new international survey of PR professionals has found that more practitioners than ever are measuring the effectiveness of their communications programmes.
The survey carried out by Benchpoint for AMEC, the international Association for the Measurement and Evaluation of Communication and the Institute for Public Relations, was presented at the 1st European Summit on Measurement in Berlin held from June 10-12 and attended by nearly 200 delegates from 28 countries.
The survey was carried out amongst a sample of 520 PR professionals internationally.
Key findings were:
- The overwhelming majority of PR professionals, 88%, believe measurement is an integral part of the PR process (70% believe this strongly).
- While 77% of respondents claimed to measure their work compared with 69% in a similar survey five years ago, the survey results show that the PR profession are still not agreed on the best tools and methodologies.
- Measuring ROI (return on investment) on communications is viewed as an achievable goal by the overwhelming majority of professional communicators taking part in the survey. There is, however, very strong agreement that it is possible to calculate ROI on communications, and that demonstrable ROI would enhance the budgets (and status) of PR practitioners.
- PR Professionals still tend to judge their success criteria more by their ability to place material in the media rather than on the impact such coverage might have on shifting opinion, awareness, or moving markets, although there is evidence that this is changing.
- The survey found that the tools used by PR professionals includes press clippings – still the favourite – closely followed by AVEs (Advertising value equivalent) and more rigorous tools including Internal Reviews, Benchmarking, and the use of specialist media evaluation tools. Various forms of opinion polling and focus groups also remain as popular tools.
In a new report released by the International Association for the Measurement and Evaluation of Communication, one of the findings is that a large majority of clients are demanding greater proof of programme effectiveness, with 77% of AMEC members identifying this trend. At the same time, clients are becoming more price sensitive:
Key results of the study include:
- Increasing client interest in measuring social media reported by 92% of AMEC members;
- Clients becoming more price sensitive (92%);
- 69% of members taking part in the study also report that procurement specialists are becoming more involved in the purchase of measurement and evaluation services.
If you are a communications professional, please take a few minutes and participate in a global benchmarking survey designed to measure best practices in public relations measurement and management.
This survey builds on research undertaken five years ago. The results of the current survey will be presented at the First European Summit on Measurement, June 10-12 in Berlin, Germany.
The Intelligent Measurement blog will also publish a summary of the results once available!