PR must learn to measure up

Your article on measuring the effectiveness of PR (MW February 1) appeared to champion measurement, evaluation and success guarantees as something innovative.

The reality is a little different. Evaluation and measurement have been integral parts of our business strategy for many years. Equally, the success of our serious competitors is reflected in a similar approach to business.

Despite the claims of Delia Hyde we have offered a “no results, no fee” option to clients for several years. We will refund fees if we fail to deliver. Although we are pleased to say, we haven’t yet.

PR must be accountable, so many consultancies still hide behind the old saying of “well nothing’s guaranteed in PR”. The only reason a PR company will not offer a guarantee is lack of confidence. What chance do you have of communicating effectively if your PR company does not have confidence in its advice, skills and campaigns?

The problem for many PR companies is consistency: specifically a failure to deliver results consistently because of poor planning, poor account management and ineffective campaigns.

It is difficult to talk about “the PR industry” as at times the industry overrates itself in some ways and grossly underestimates itself in others. It’s an industry that on the one hand professes to be a serious contributor to the dialogue of the boardroom but then in the same breath talks of adfab. It’s an industry that on the whole shies away from accountability, from results and from other communication disciplines.

Add to this the fact that London-based agencies still view the regions with disdain. I find that this metrocentric view persists despite the success we and our regional competitors enjoy when pitching against “London firms”.

Public relations is not difficult. There is no reason why all PR companies should not have conviction and confidence in their campaigns and service levels, but clearly many do not have faith in themselves.

PR is about creativity, it’s about listening to clients’ needs, it’s about service, it’s about results. It’s about stretching ourselves beyond the obvious to deliver not just PR campaigns, but great PR campaigns, with coverage in the right media, at the right time – guaranteed.

Just how many “consultancies” in London or elsewhere are willing, or able, to be this confident with fees and guarantees?

Stephen Moncrieff

Managing director

Osbourne Public Relations