Money talks when it comes to PR measurement. And therein lies the rub for the majority of PR executives recently surveyed who said cost is the most significant barrier to
measuring PR activities.
PR NEWS, along with PRTrak, conducted a comprehensive measurement survey last month, with questions ranging from the value both corporations, nonprofits and agencies place on
PR measurement to the barriers faced in measuring public relations.
The good news is that roughly 80% of respondents say their organization highly values PR measurement. However, with the median measurement budget reported at $5,000, it's
unlikely the industry will be moving the needle on PR measurement anytime soon.
The study was conducted online among a sample of subscribers to PR NEWS. Included in the study were responses from 105 agencies and 661 client organization respondents,
including corporate, non-profit, government and academic organizations.
The questionnaire was prepared by David Michaelson of David Michaelson & Company, LLC and was administered by Quicksilver Interactive of Dallas, Texas. Tabulations were
prepared by PRtrak/SDI. A copy of the questionnaire and a profile of respondents completing the study appear in an appendix to this report.