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PUBLIC RELATIONS EVALUATION
INTERNATIONAL SURVEY OF PRACTITIONERS
 
Thank you for agreeing to take part in this international survey of public relations measurement and evaluation practices. It will take 15 to 20 minutes to complete and your response is completely confidential. You will be sent a copy of the full survey findings via member companies of the Association for Measurement & Evaluation of Communication (AMEC) later in the year.

In this questionnaire, the term “PR communication” is being used to encapsulate the wide range of activities that are covered by public relations, marketing PR, marketing communications and corporate communications. References to “your organisation” can mean either your employer (for in-house practitioners) or clients (for consultancies)
These questions are about your work and workplace
What type of PR communication are you involved in?
 
What is the size of annual PR communication campaign budget(s) that your organisation normally works with? (Expressed in $US)
 
Which term best describes your workplace?
 
How many employees are there in the whole of your organisation?
 
Where do you rank in terms of PR management responsibility?
 
Your evaluation and research practices 1

Different methods can be used to evaluate PR communication. Please answer according to the way public relations is practised in your organisation, not the way you think it should be practised.
Does your organisation evaluate PR communication activity?
 
 
 
 
 
How does your organisation (employer or client) value PR communication activity?
         
Relate it to pre-agreed Key Performance Indicators        
Relate it to broad business or organisational objectives        
Relate it to specific sales or marketing objectives        
Seek a monetary value from it in terms of a cost/benefit        
Seek a “Return on Investment”-type result        
Measures by media output        
Use Dashboards or Communication Scorecards        
Other method        
How often does your organisation use the following methods to help plan PR communication?
         
Library searches        
www information searches          
Focus groups          
Phone surveys          
Mail surveys        
Online surveys          
Questions in omnibus surveys          
Media coverage monitoring (clippings/tapes etc)          
Media content analysis          
Customer comment analysis        
PR/communication audits        
     Readability tests        
Dashboards or communication scorecard        
Other formal research        
How often does your organisation use these methods to monitor progress of PR communication programs?
         
Library searches        
www information searches          
Focus groups          
Phone surveys          
Mail surveys        
Online surveys          
Questions in omnibus surveys          
Media coverage monitoring (clippings/tapes etc)          
Media content analysis          
Customer comment analysis        
PR/communication audits        
     Readability tests        
Dashboards or communication scorecard        
Other formal research        
How often does your organisation use these methods to evaluate PR communication programs after they are completed?
         
Focus groups        
Phone surveys     &