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The In-House Benchmarking Study

The strategic value of public relations is being recognised in corporate, government and non-profit organisations around Australia, according to a pilot study conducted by the Public Relations Institute of Australia (PRIA) in 2010.

The PRIA In-House Benchmarking Survey, supported by Dalrymple Bay Coal Terminal Pty Ltd, revealed that a large part of the public relations activities within organisations is focused on strategic outcomes such as reputation management, government relations and community relations. Over three-quarters of the organisations also factored public relations and reputational considerations into their strategic decision-making and planning.

The study of 48 organisations around Australia presented a profile of an industry that largely:

• reports directly to senior management
• has overwhelming support from senior management and is involved in strategic decision-making
• has a wide diversity of strategic functions and is not limited to technical public relations tasks
• integrates its communication functions across the organisation
• uses a wide range of tools for measurement and looks for data outside public relations to measure success
• has objectives that are focused on organisational and financial success
• uses a considerable number of consultancies (two thirds of organisations) for additional ‘arms and legs’, and over half used consultancies for ‘strategic or market insights’
• has some reservations about using consultancies due to their lack of knowledge of the business and their potential to provide a return on investment
• comprises staff with at least Bachelor degree qualifications, including almost a third with post-graduate qualifications, in Arts and Communication.

The pilot study was prepared and administered on behalf of PRIA by Graham Le Roux of Constantia Management in consultation with a sub-committee of senior communication practitioners and academics.

Further research into a larger group of organisations with in-house public relations departments will be informed by this study, with an intention to hold regular benchmarking surveys to identify trends in the industry.

Building on PRIA’s benchmarking studies into public relations consultancies, the study will provide a comparison for industry practitioners and their organisations in evaluating their own public relations activities. Results will also assist PRIA in continuing to develop and deliver relevant support and activities for its membership.

Download PRIA In-House Benchmarking Survey here