What do large companies and associations do when they hire public relations agencies on which they will spend $15 billion a year? According to a new report from CommunicationsMatch™ and RFP Associates, supported by Researchscape International, “The Impact of the Agency Selection Process on Public Relations Programs and Outcomes”, three-quarters of communications leaders surveyed rely on their industry experience, and two-thirds on word-of-mouth recommendations, to identify just two to five agency candidates for searches where they may spend as much as $1 million or more on the selected agency.
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Author Notes:
Jeffrey Henning
Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.
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