NEW YORK, NY – According to the Institute for Public Relations (IPR), among an international sample of 520 PR pros, 88% of PR practitioners believe measurement is an integral part of the PR process, and 77% are currently tracking their programs. PR pros still do not agree on the best tools and methodologies to use, however.

Most PR pros still judge their success 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.

There are two camps, says the study: the output measurers (clippings and AVEs) and the outcome measurers who prefer more cerebral - and costly- measures (internal reviews, opinion polls etc). While the number of press clippings and advertising value equivalent (AVE) calculations remain perennial favorites, PR practitioners are now turning to internal reviews, benchmarking, the use of specialist media evaluation tools, focus groups and opinion polling.

Mike Daniels, member of the Commission on PR Measurement & Evaluation, said "... more education is needed within the PR industry to demonstrate the business benefits of proper evaluation, rather than continue to rely on clippings and AVEs."

Clients are becoming more price sensitive, but the same time, they are asking their PR agencies to measure in more effective and targeted ways. General trends include:

• Client demand for measurement of online communications increased from 29% in 2008 to 41% in 2009

• Client demand for broadcast media evaluation is up from 15% of assignments in 2008 to 25% in 2009

• 77% of clients commission single country measurement programs or project

• 69% of survey respondents say procurement specialists are becoming more involved in the purchase of measurement and evaluation services

Additional survey findings:

• 88% of PR pros think measurement is an integral part of the PR process , and 70% believe this strongly

• Measuring ROI on communications is viewed as an achievable goal by the overwhelming majority of professional communicators taking part in the survey

Barry Leggetter, executive director of AMEC, said "... it has probably taken a recession... for achieving a breakthrough in the recognition of the value that proper measurement can bring to a PR program."

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