PRCA launches 2015 in-house benchmarking report which shows print’s perennial power and AVEs strangle-hold on evaluation. I was asked by the PRCA to write an article about this year’s findings – reports Scott Guthrie.

The Public Relations Consultants Association (PRCA) has launched its fourth annual report benchmarking the practices of in-house PR and communications teams.

Seventy-five per cent of senior communications directors from the private, public and third sectors cited print as important. It’s a 14% climb on last year’s findings of 66%.

And, if print media’s rise in prominence surprises you take a seat; ask nurse for a cup of sweet tea and prepare for the next shock. When it comes to measuring the contribution communications makes to the organisation, 40% base it on AVEs.

Presented by Tony Langham, CEO at Lansons and Chairman of the PRCA’s PR Council, the findings were dispatched at break-neck speed.

The evening followed with a panel discussion between Frances Browning MPRCA, Head of Brand PR and Social Media, Direct Line Group, Ed Stearns MPRCA, Head of Media, Metropolitan Police Service and Mark Davies, Communications and Corporate Affairs Director, Post Office.

You can read my round-up of the findings published on the PRCA website here.


Scott Guthrie is a professional adviser within the influencer marketing industry. He is an event speaker, university guest lecturer, media commentator on influencer marketing and active blogger. He works with brands, agencies and platforms to achieve meaningful results from influencer marketing. That tells you something about him but it's not giving you a lot of detail, is it? So, read more here.

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