If you read this newsletter it is likely you are a supporter of PR. However, if asked to quantify the benefits of PR to your organisation it is not unusual if you have some problems sourcing the data to support your activity and budgets. Working with Manchester University, Hotwire has developed a measurement hierarchy that measures PR through three stages - campaign output, campaign outcome and business outcome. To provide a basis from which to measure business outcome, the return on investment and real bottom line benefits provided by PR, Hotwire commissioned a study working with the British Computer Society to find how UK IT managers and directors make their purchasing decisions when they spend their £71.7 billion technology procurement budget.

Editorial was voted to have a profound influence on purchasing and decision-making by 64% of survey respondents. The beleaguered conferences and exhibitions industry received a timely lift with 61% of IT chiefs admitting events impact their decision-making. Direct marketing propped up the table with mentions from just six percent of BCS members. Despite the historic perception of advertising as a key influencing tool, only eight percent of IT professionals believe it affects their decisions. The result confounds the perceived wisdom that editorial is three times more influential than advertising and suggests the real figure is in fact eight times, providing a major boost for journalists and the public relations industry.

BCS members were also asked to pinpoint the media they used as a main source to provide information about new technology. Specialist trade magazines such as Computer Weekly and IT Week topped the poll with 74% of respondents using them to inform themselves about new IT products and services. In a clear sign that the web has been embraced as a source of reliable information, online publications ranked second with the trust of 53% of IT directors. Perhaps surprisingly, the UK's much vaunted national newspapers were only used by 22% of respondents, while just 10% put their faith in TV and radio.