Aalund Pr Research Papers

PR Barometer® is northern Europe’s largest communications survey that measures journalists’ perceptions of organisations’ and businesses’ press-related activities and their general media profile. The survey is based on telephone interviews and is conducted in more than ten countries.

The results of PR Barometer® are delivered through a user-friendly online reporting dashboard and enable users to demonstrate the value of the organisation’s press-related activities internally and monitor their progress in several key areas of communication.
The survey can also be used for benchmarking against selected organisations and companies.

The results of PR Barometer® can be used for operational and short-term activities as well as for strategic, long-term work.


The results are obtained by focusing on the following four key measurement themes:

Active press relations
General press relations



PR Barometer® licence partners

PR Barometer® is carried out by Aalund, from their own call centre, in Demark, Norway and Sweden. In 2011 Aalund started to offer the PR Barometer model, via strategic licencing partnerships, to countries outside of Scandinavia.

This means that, Aalund has today five licencing partners, that each have the exclusive rights to run the PR Barometer® within their countries using Aalund’s model. Common to each licencing partner is that they are all market leading research companies with the same founding values as Aalund. The vision is that PR Barometer shall, over time, become a global survey.

Aalund has the following licencing partners:

  • PBS – Gdansk, Poland
  • Market Probe Europe, Kontich, Belgium
  • Taloustutkimus, Helsinki, Finland
  • Cido Research, Toronto, Canada / North Amerika
  • Future Thinking, Paris, France

Our Call Center

The Aalund Research Center is a subsidiary company of the Aalund Group.
We carry out interviews in Denmark and abroad. We have the capacity to perform something in the region of 75-100,000 interviews a year.

Aalund is a member of ESOMAR (the European association of market research institutes) and we act in the spirit of and meet ethical, regulatory requirements for serious interviewing.

We have an international workforce of 50 people, who are thoroughly trained to carry out serious, ethical and efficient dialogue interviews. All new co-workers are followed by a coach during training and induction.

We supply Scandinavia’s best quality interviewing, ie the validity of the responses, respondents’ experience of the interview situation and, not least, response rate.

We have been working for many years to streamline interview work and assure its quality. We believe our concept is unique in Scandinavia.

Customers who take the opportunity to attend the initial stages of their project are guaranteed an interesting experience.

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