WEDNESDAY 30 JUL 2014 12:46 PM


Despite renewed emphasis on the PR industry proving its value through measurement and evaluation, particularly in accordance with the Barcelona Declaration of Measurement Principles, a recent survey shows that many agencies still underperform in this area.

A recent survey conducted by the Institute of Communications Studies at the University of Leeds suggests that PR agencies are falling short of the accountability expected from them by their clients. Agencies need to take further steps to demonstrate ROI.

The exploratory survey was commissioned by Clare Public Relations, a Manchester based PR agency. Results show that only 21% of agencies always provide an estimate of ROI to clients. Many of those who do provide an estimate measure the visibility of PR outputs, such as AVE, rather than behavioural change among their target audience.

The survey also found that the billing process is not as transparent as it could be with 68% of agencies calculating fees according to ‘time spent’, rather than by itemising costs.

Speaking about the key findings of the survey Clare Ward, founder of Clare Public Relations, says, “This exploratory survey highlights reason for concern about the degree to which agencies make themselves accountable for their work. How can PR demonstrate that it is a strategic management function if we cannot outline the basics such as how we will achieve return on investment for our clients or provide transparency in our billing process?”

It is critical to the industry that PR agencies remain totally trustworthy and transparent in their dealings with clients.


MON 16 May 2016 10:59 AM
Reporting on brand
FRI 13 May 2016 2:00 PM
Jeep on running
WED 11 May 2016 1:28 PM
Crises are lost in translation
WED 11 May 2016 9:17 AM
Lack of strategy in IC