Cross-tab questionnaire analyses

Analyses have been conducted showing totals and percentages choosing each answer option, across all single-choice questions in the survey.

These analyses are available for all respondents and for key sub-samples (categories of practitioner and industry sectors).

General comments are shown separately.

Click on the headings below to view each analysis.

These are pdf files which can be viewed directly with a browser (with appropriate plug-in) or downloaded for off-line viewing using Adobe Acrobat Reader (each file is between 88 and 104 Kb)

All respondents

In-house respondents

PR Educators

Government agencies

Local/regional government

Private companies

Listed companies

Not-for-profits

Respondent comments

Survey of public relations measurement among PRINZ members

A survey of New Zealand public relations practitioners has found the use of PR measurement varying from non-existent to continuous.

The web-based survey was conducted for the Public Relations Institute of New Zealand by Shattock Communications & Research Ltd.

It asked 284 PRINZ members about the public relations measurement practices of their employing organisation (in-house and not-for-profit members) or the client they work with most (consultants).

The survey was conducted between 15 and 19 March 2004. The results have a statistical margin of probability of plus or minus 5.9 per cent (at a 95 per cent confidence level).

The survey found:

• Most PRINZ members think their organisation or reference client does a good job of linking PR to organisational objectives (32% fairly well and 33% very well).
  
  
• The majority (60% of all respondents) report their organisation or reference client spends less than five per cent of the PR budget on measurement.
  
  
• The sector which spends the least on measurement is government agencies (71 per cent spend less than five per cent).
  
  
• Measuring PR value in triple bottom line terms seems more popular than in purely financial terms (31 per cent measure PR activities against triple bottom line objectives all the time, and 39 per cent do it most of the time. However, the figures are 10 per cent and 23 per cent respectively, for measurement in bottom line terms).

Key results in graphical form:

Click on each image to view a larger version in a new window.

Discussion papers on PR Measurement

A selection of international discussion papers on PR measurement can be downloaded in pdf form (click on the heading):

Guidelines for measuring PR effectiveness

A paper summarising the ideas, thoughts and suggestions of a special task force set up by the Institute for Public Relations Research & Education (USA) to set minimum criteria for evaluating and measuring PR effectiveness (84 Kb)

Selling public relations research internally

Marketing and communications professionals facing increasing demands for accountability will find this report extremely useful. It discusses the barriers to internal acceptance of measuring public relations activity and suggests strategies for overcoming them (48 Kb)

Guidelines to PR objectives

Prepared by leading contributors to the IPR (USA) Commission on PR Measurement and Evaluation (32 Kb)