Survey of public relations measurement among PRINZ members (2004)
Research by Shattock Communications & Research Ltd.
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).
Download Specific Cross-Tab Results
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 separarely.
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