Perceived effectiveness and implementation of public relations measurement and evaluation tools among European providers and consumers of PR services

While the need for and lack of implementation of more sophisticated methods for measuring the impact of public relations efforts has been well documented in the U.S. and some other world regions, relatively little information exist about this practice in the European Union. Results from a survey of both consumers and providers of public relations in the EU shows that perceptions of effectiveness and actual use are not related for most advanced techniques of measurement and evaluation. These results demonstrate some potentially important differences between the perceptions of providers and consumers that may support practitioner observations regarding a lack of interest among clients in more accurate assessment of results from public relations activities.