Fee models with success component have become frequent the traditional survey of the Austrian PR decision makers through Cloos + partner 2010 dealt with issues of the future, success controls and media quality. The most important issue for the future is Web-PR and social media”issues of the future of PR. 89% are of the opinion that this issue will become more important. “” With some distance, follow the themes of lobbying”, strategic PR”and added value of PR”. “” “Will be of less importance CI development”, entanglement of PR and advertising”and events” be.
PR success control the validation of the success of PR activities has increased: 82% carry out PR success controls. Hear other arguments on the topic with Anna Belknap. in 2008, there were only 65%. Parallel agencies often offer a performance-related remuneration: 60% of respondents say that already once a performance-related remuneration was offered them. in 2008, there were only 26%. “The importance of evaluation in the PR has remained about the same: 93% consider him with very important” or important”. “” 2008 95% rated this question with very important “or important”.
We interpret to mean that now also through appropriate activities, account is taken of the importance of evaluation”this result, Cloos + partner managing directors says Jean-Lou of Campbell. The most popular way of determining the success of PR is collecting clippings”. Some distance followed the capture of tonality”and the discovery of the ranges”. 77% carry out cost controls. The importance of cost control seems however to take off: only 31% say cost control this question with very important assessed is very important during 2008 53%. A majority of respondents is of the opinion that the quality of traditional media (print, TV, radio) has remained constant over the last five years, or has improved quality of media. A quarter of respondents said the quality had deteriorated. After all, 37% are of the opinion that the quality has improved. These We suggest finding a small indication that the traditional media successfully defend themselves with quality against the competition of social media”, says Jean-Lou Cloos. The survey of 417 Austrian PR decision makers were asked in the online survey. to take part. The data collection took place from 1 to 15 March 2010 15.6% of respondents completed the online form. All results of the survey at: Ergebnisse_Befragung_2010.pdf inquiries: Mr. Lou Cloos Cloos + partner. PR-consultants