PR leaders say evaluation is important but AVE's linger on

 Another overwhelming vote of confidence in the value of evaluation to PR programmes comes from the Public Relations Consultants Association in the UK. In a Poll of Industry Leaders out today:

·                95% of agencies considered evaluation important or very important

·                Almost 50% of agencies carry evaluation in-house with 53% using in-house and evaluation companies

 

Surprisingly though, 37% of agencies still use AVE, but only 2% use it as their sole evaluation technique, with the majority including it as part of a dashboard.