At Focus PR we pride ourselves on delivering real commercial advantage to our clients and making their marketing spend work harder. Therefore evaluation is an essential part of all of our campaigns, helping us to prove the effectiveness of our work.

Since no two clients or briefs are the same, we approach evaluation from a number of angles. The key is that clear, strategic, realistic, measurable objectives are agreed at the start of a programme, against which results can be compared and evaluated both during and at the end of a campaign. We also, wherever possible, try to benchmark against previous campaigns.

The principal measures we use are:

• Overall campaign reach (opportunities to see/hear)
• Return on investment (number of target consumers reached per £1 spent)
• Key message delivery (including tone and favourability)
• Share of voice versus competitors
• Response to promotions/competitions

Evaluation is usually carried out in-house but, if budgets permit, we work in partnership with professional research bodies.

For more information about Focus PR's evaluation services or payment by results schemes, please contact Sara Balme on 020 7845 6600 or email sara@focuspr.co.uk.

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