The accountability gap: The use of preliminary and evaluative research in Spain

In a context where it is of increasing importance to optimize resources, to refine the definition of the environment and to demonstrate the return on investment (ROI), preliminary research and evaluation in PR have not evolved significantly in the past two decades. There are very few publications examining the Spanish case and the results of this study indicate that these practices are uncommon. There is a slight preference for research prior to the development of the campaign at the expense of evaluative research. Furthermore, there is a notable discrepancy between the results of the Spanish study and the published studies from other countries: perception audits (outtakes) and views (outcomes) are undertaken more frequently than publicity audits (outputs).

► We included questions about clients from the public relations agencies in our survey.
► The use of research within the profession has not changed in two decades.
► The prevalence of responses is higher for the perception and opinion audits.
► Resources investment is higher in preliminary research than in evaluation research.
► Few consumers of public relations services perform specific research demands.
► The scarce use of research in Spanish public relations difficults the implementation of strategic planning.