Kommunikations-Controlling als wesentlicher Bestandteil von Public Relations

Von: KK / 25.06.09

Die Ergebnisse der anlässlich des "1st European Measurement Summit" durchgeführten Studie "Global Survey on Communications Measurement 2009" zeigt deutlich, dass die Frage nach der Effektivität und Effizienz durchgeführter Kommunikationsmaßnahmen immer mehr in den Fokus - auch der Praxis - gelangt und Kommunikatoren den Wertbeitrag ihrer Arbeit zunehmend messen.

Die Komplett-Auswertung der Studie und eine ausführliche Ergebnisdarstellung wird in Kürze vorliegen und entsprechend auf communicationcontrolling.de veröffentlicht.

Vorab die wichtigsten Ergebnisse und Informationen zum Studien-Design

The survey carried out by Benchpoint™ for AMEC, the International Association for the Measurement and Evaluation of Communication, the Institute for Public Relations (IPR) and the German Public Relations Association (DPRG) was presented at the 1st European Summit on Measurement in Berlin held from June 10-12 and attended by nearly 200 delegates from 28 countries.

The survey was carried out amongst a sample of 520 PR professionals internationally.

Key findings were:

• The overwhelming majority of PR professionals, 88%, believe measurement is an integral part of the PR process (70% believe this strongly).
• While 77% of respondents claimed to measure their work compared with 69% in a similar survey five years ago, the survey results show that the PR profession are still not agreed on the best tools and methodologies.
• Measuring ROI (return on investment) on communications is viewed as an achievable goal by the overwhelming majority of professional communicators taking part in the survey. There is, however, very strong agreement that it is possible to calculate ROI on communications, and that demonstrable ROI would enhance the budgets (and status) of PR practitioners.
• PR Professionals still tend to judge their success criteria more by their ability to place material in the media rather than on the impact such coverage might have on shifting opinion, awareness, or moving markets, although there is evidence that this is changing.
• The survey found that the tools used by PR professionals includes press clippings – still the favourite – closely followed by AVEs (Advertising value equivalent) and more rigorous tools including Internal Reviews, Benchmarking, and the use of specialist media evaluation tools. Various forms of opinion polling and focus groups also remain as popular tools.

The data indicates there are two camps - the output measurers (clippings and AVEs) and the outcome measurers who tend towards more cerebral - and costly- measures (internal reviews, opinion polls etc).

Survey Notes:

The online survey by Benchpoint™ attracted over 500 respondents from around the world. Respondents were invited through professional associations and through professional networking groups. The largest response was from the USA, followed by Germany, the UK and Ireland. India and Canada also figured. The data does not support any national or regional differences from the data.

The international survey team which led the research project was: Donald K. Wright, Ph.D. - Professor of Public Relations, Boston University, USA; Richard Gaunt, CEO Benchpoint Ltd, London; Mike Daniels, Director, Report International and AMEC board member, London; Prof. Dr. Ansgar Zerfass, Professor of Communication Management, University of Leipzig and Deputy Chairman of Task Force - Value Creation, German Public Relations Association, Germany.

Benchpoint Ltd is an online survey company specializing in employee, customer and membership surveys for large and small organisations. It uses a unique proprietary system to provide real-time, fully analysed results. Clients include international companies, NGOs, professional associations and the UK Government.

Nähere Informationen zum Measurement Summit finden Sie hier.