Most Public Affairs professionals consider it essential to measure the impact of their actions
The Public Affairs sector is gaining a foothold in the Spanish business world and at the same time is facing new challenges. One of the most outstanding is that of measurement, a field that is consolidated in Anglo-Saxon countries but which still has some way to go in Spain.
In any case, one of the hopeful symptoms shown by its professionals is the importance they attach to measuring their actions. The study carried out by Political Intelligence and Corporate Excellence, The value of measurement in Public Affairs in Spain, shows that a comfortable majority consider it very important to measure the impact of their actions. On a scale of 1 to 7, 29% score a 5, 36% a 6 and 25% a 6.
The communications department is the great ally of these professionals. One in three (32.5%) share functions with this area, with a significant difference compared to Legal (20%), Sustainability (17.5%), Chairman’s Office (15%) or others (15%).
However, Communication is not the area of reference in Public Affairs metrics. According to experts in this second area, Marketing and Advertising is the department that offers the greatest precision in this field, even surpassing the Public Affairs area itself.
This discipline has gained extraordinary strength in companies. However, according to half of the experts (52%), investment in this area has remained stable compared to the previous year. One in three (33%) say it has grown by more than 5%.
Frequency of strategy review
The majority of Public Affairs professionals, 50%, review their strategies annually, compared to 33% who do so quarterly and 17% who do so biannually.
The main reason why a professional decides to measure their Public Affairs efforts is to justify the annual budget and, on the contrary, the majority of those who prefer not to do so, argue that they are concerned about the possible results they could obtain.
