Clients are increasingly turning to measurement and evaluation in search of better proof that their PR programmes are effective, according to an international study of the evaluation sector.

The International Business Monitor, carried out by AMEC, the international Association for the Measurement and Evaluation of Communication, reports a large majority of clients demanding greater proof of programme effectiveness, with 77 per cent of AMEC members identifying this trend.

Other key results of the study are:

• Increasing client interest in measuring social media reported by 92% of AMEC members;
• Clients becoming more price sensitive (92%);
• 69% of members taking part in the study also report that procurement specialists are becoming more involved in the purchase of measurement and evaluation services.

The results were released on June 10 as AMEC – in partnership with the Institute for Public Relations – opened the three-day 1st European Summit on Measurement in Berlin www.ameceuropeansummit.org/summit/  with delegates attending from 28 countries.

Other study highlights are:

• Client demand for measurement of online communications increased from 29% in 2008 to 41% in 2009.
• Strong growth was also found in client demand for broadcast media evaluation (up from 15% of assignments in 2008 to 25% in 2009).
•  77% of clients commission single country programmes or projects.
•  AMEC members are cautious about industry conditions, however, because of the recession, with 54% believing the market will worsen in the next 12 months.

Barry Leggetter, executive director of AMEC, said: “It’s ironic but it has probably taken a recession to be the turning point for achieving a breakthrough in the recognition of the value that proper measurement can bring to a PR programme.”

Leggetter said the increasing interest in measurement underlined AMEC’s own growth – 36 per cent in the past 12 months – especially with more and more traditional press cuttings area (PCAs) becoming AMEC members as they provide analysis and consulting services.