PRCAN chief faults clients for PR agencies’ inability to measure campaigns
President of the Public Relations Consultants Association of Nigeria (PRCAN), Mr. John Ehiguese, has faulted clients to PR agencies for their inability to adequately measure their campaigns.
Ehiguese who pointed out that most clients get whatever they deserve, stressed that if a client wants a world class measurement of its campaign it would be done by the agency provided the client made necessary funds available to carry out such assignment.
He, however, stressed that most clients were not committed in ensuring that they got a reliable measurement of their campaigns, adding that it was discovered that no client was ready to pay for the full cost of the measurement.
Ehiguese said: “The issue is that if the client is committed and determined to get a PR agency to provide contemporary world class measurement, he will get it. But what we have discovered is that no client is ready to pay for what goes into that measurement.”
According to him, unlike the digital agencies where you make use of analyses to get some level of measurement of clients’ campaigns, in PR, measurement could only be achievable through the conduct of research and not by the number of insertions, mentions or cuttings.
The PRCAN president affirmed that PR campaigns could only be evaluated through behavioral and attitudinal change, stressing that most agencies were not challenged enough by clients to offer such services as it is in developed markets.
“However, a few agencies that are affiliated to foreign partners are now being forced because of the realities of the demand of the clients they work for. I believe it is going to get better but we need many more clients demanding that, being ready to pay for it and they would get the result.” Ehiguese said.
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