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* 1. Which industry sector do you currently work in?

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* 2. In your role do you have any involvement in your organisation’s relationship with its PR agency?

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* 3. Please can you tell me your job title?

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* 4. Which of the following statements applies to you?

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* 5. For each of the following statements, please tell me how much it applies or does not apply to your organisation’s use of PR agencies, using the following scale...

  Fully applies Applies to some extent Sometimes applies but sometimes doesn’t Rarely applies Other (please specify)
Managing the organisation’s PR is a vital concern for the success of the business
Board level management takes an overview of PR issues facing the organisation
Board level management takes an interest in the way PR is handled and managed
Our relationship with our PR agency is one of the most important contractor relationships in the marketing function
Our relationship with our PR agency is less important than other relationships, such as with advertising and communications providers
Our PR agency’s role is restricted to managing and facilitating media coverage
Our PR agency’s role is broader, and they are involved in communications and brand strategy as well as media

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* 6. The following is a list of criteria that people often mention as the ingredients for a successful relationship between an organisation such as yours and the PR Agency(ies) it employs, and I would like you to rate them on importance, using a scale of 1-10, where 1 means not important at all and 10 means critically important.
So, on a scale of 1-10 how important is it for the agency to …

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* 7. From a similar list, please rate each item on whether you believe that PR Agencies as a whole are meeting these criteria, using a scale of 1-10, where 1 means not at all and 10 means completely.

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* 8. Overall, how much do you agree or disagree with the following statements about the service you receive, as a client, from your PR Agency. For each statement please answer using the following scale.

  Agree strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly N/A
They are consistently fast in responding to briefs
The senior people who pitched & won the business do not work on the account on a day-to-day basis
There is a sufficient level of hands on involvement from senior people
I feel my day-to-day account management is handled by staff who are too junior
The PR agency’s work always delivers against set objectives
The language used in copy is to a consistently high standard of English
Our agency often over promises
Our agency often over delivers
We always receive value for money from our agency

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* 9. And, how much do you agree or disagree with the following statements about sector knowledge in PR agencies. Please answer using the following scale.

  Agree strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly N/A
Generally speaking, the range of PR services and solutions available from agencies do not differ by business sector
A detailed level of sector-specific knowledge is critical for effective PR
We only consider agencies with a proven track record in our business sector
All too often, PR agencies do not have a detailed enough understanding of their client’s businesses
Agency proposals / solutions are frequently not focused on the business needs
Agency proposals / solutions are often creative for the sake of being creative

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* 10. And, how much do you agree or disagree with the following statements about accountability in PR. Please answer using the following scale.

  Agree strongly Agree slightly Neither agree nor disagree Disagree slightly Disagree strongly N/A
In general, PR agencies get away with a low level of accountability for the effectiveness of their work
It is difficult to judge how effective PR activity is, because there is no clear benchmark for success
PR agencies should do more to demonstrate return on investment
PR agencies should do more to improve transparency in the budgeting process

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* 11. What more should PR agencies be doing to improve transparency of budgeting?

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* 12. If you had the opportunity to offer some constructive advice to PR agencies, what would it be? What would you like to see them do in the future?

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* 13. How long have you been working with your current PR Agency?

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* 14. Overall, how satisfied are you with the performance / work of your current PR agency?

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* 15. What types of work do you ask your PR agency to do?

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* 16. How long have you been working in a role which brings you into contact with your organisation’s PR agency?

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* 17. Approximately, how many people does your organisation employ?

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