In our continuing series of profiles on PR industry leaders, PR NEWS recently spoke to Frank Ovaitt, co-chair of the Institute for Public Relations and managing director for
McLean, Va.-based communications consulting firm Crossover International, about what's on the IPR's agenda heading into 2004.
PRN: Measurement is a huge part of the IPR's mission these days. Where is the pendulum swinging on measurement?
Ovaitt: As an industry, we don't come anywhere near devoting at least 5% of overall PR budgets to measurement. How do [PR execs] prove the true value of what they do if they're
not spending a minimum amount on research, measurement and evaluation?
PRN: What is IPR doing to improve that measurement percentage?
Ovaitt: Specifically for 2004, we will for the first time give out a "Golden Ruler" award recognizing excellence in PR measurement. We'll have another round of Executive
Forums focusing heavily on measurement. We'll also put out a variety of new white papers regarding measurement and will be doing a lot more on non-financial indicators, such as
measuring the relationships between the corporation and all of its various stakeholders.
PRN: How are communications executives grappling with all of the new regulations coming from Capitol Hill, i.e. Sarbanes-Oxley, Reg FD?
Ovaitt: We're getting kicked around a bit by them, and a lot of it is compliance-oriented. But compliance is not enough. It has to do with relationships with critical audiences
without which you don't have permission to do business...If [PR execs] allow themselves to be directed only by what's coming from the Hill, then we're becoming a very narrow
profession.
Contact: Frank Ovaitt, [email protected] , 703.883.2535.