Shandwick International, the publicly-quoted communications group,
has raised the stakes in the debate about the effectiveness of public
relations, by launching what it claims is the world’s most sophisticated
PR evaluation system.
The programme, called STEP, is the result of 18 months’ development work
by Shandwick and market research company MORI, which have formed a
strategic alliance. STEP has been tested over the past six months with a
cross-section of clients, including the P&O cruise line.
It provides Shandwick’s account directors and clients with a set of
research tools for understanding target audiences, testing PR messages,
evaluating media coverage in relation to target audiences, and tracking
whether attitudes have been changed.
’This is about increased professionalism. I don’t see how our
competitors can ignore it,’ said Colin Trusler, managing director of
’If clients are spending a lot of money on PR, they want to know what
benefit it is bringing to their business.’