Comments on: Mind the Gap http://commons.iabc.com/measure/2006/04/08/mind-the-gap/ A Blog Community for Business Communicators Sat, 06 Sep 2008 16:52:18 +0000 http://wordpress.org/?v=2.5.1 By: Angie Jeffrey http://commons.iabc.com/measure/2006/04/08/mind-the-gap/#comment-159 Angie Jeffrey Thu, 27 Apr 2006 14:22:36 +0000 http://commons.iabc.com/measure/2006/04/08/mind-the-gap/#comment-159 Merry - it is mind-boggling. We funded a study in 2004 for PR News on ascertaining attitudes toward measurement among corporate and agency types, and learned that 81% felt it was "important" or "very important," but only one out of five firms had a budget for it, and the average spend was 2.3% of the PR budget. As discouraging as that seems, we also noted that 42.3% claimed some measurement of outcomes, as opposed to just outputs, which was a big leap forward from a similar study we'd done two years prior. So, slowly but surely ... Angie Merry - it is mind-boggling. We funded a study in 2004 for PR News on ascertaining attitudes toward measurement among corporate and agency types, and learned that 81% felt it was “important” or “very important,” but only one out of five firms had a budget for it, and the average spend was 2.3% of the PR budget.

As discouraging as that seems, we also noted that 42.3% claimed some measurement of outcomes, as opposed to just outputs, which was a big leap forward from a similar study we’d done two years prior. So, slowly but surely …

Angie

]]> By: Merry Elrick http://commons.iabc.com/measure/2006/04/08/mind-the-gap/#comment-87 Merry Elrick Fri, 14 Apr 2006 16:19:20 +0000 http://commons.iabc.com/measure/2006/04/08/mind-the-gap/#comment-87 Yes Mark, I think you're right. And on top of that, there's the usual resistance to change, plus a healthy does of fear that measurement will reveal our efforts aren't bringing in a good return. Yes Mark, I think you’re right. And on top of that, there’s the usual resistance to change, plus a healthy does of fear that measurement will reveal our efforts aren’t bringing in a good return.

]]> By: Mark Weiner http://commons.iabc.com/measure/2006/04/08/mind-the-gap/#comment-84 Mark Weiner Thu, 13 Apr 2006 17:28:35 +0000 http://commons.iabc.com/measure/2006/04/08/mind-the-gap/#comment-84 Merry, You make a good point. I think one reason there is a gap is that the senior executives who demand accountability don't know enough about marketing/PR to dictate exactly how this should be done, and the marketing/PR practicioners don't know enough about measurement to guide their executives. The result is stasis. Merry,

You make a good point. I think one reason there is a gap is that the senior executives who demand accountability don’t know enough about marketing/PR to dictate exactly how this should be done, and the marketing/PR practicioners don’t know enough about measurement to guide their executives. The result is stasis.

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