i to i research was one of the first companies to develop an specific means of evaluating PR and continues to pioneer the most skilful techniques for delivering evidence and insights into the effectiveness of PR activity.

The lack of an effective way of evaluating PR, particularly one that would enable direct comparison with advertising expenditure, was the inspiration behind the establishment of i to i research in 2001.

Having spent many years working in Public Relations, Claire Spencer (the Chief Executive of i to i research) was ideally qualified to address this need, and developed a unique methodology to evaluate the effectiveness of Public Relations.

The PR evaluation model was immediately embraced by blue chip clients such as British Gas and Philips and is now the benchmark for effective PR evaluation.

The success of the PR model was what led to i to i research to develop a suite of tools to address all the main media channels / types and to extend their range of research services across most areas of brand communications.

• PR case history – London 2012 Olympic bid

For more information on how we could help you with evaluating PR, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 3178 2160.