Do you spend 5% of your budget on evaluation?

Back in the day, a wise lady said to me that PR people should spend about 5% of their PR budget on evaluation. With this in mind, we ran a poll from www.prmoment.com last week. The results suggested that 55% of you spend less than 5% of you PR budget on evaluation. Now, whilst I accept this is unlikely to be keeping you awake at night, it does emphasise that the PR sector needs to ensure that it shows the value of what it is doing. In these tough times, whilst it is tempting to throw every last dollar at the campaign, PROs need to ensure that they have the evaluation deliverables set up so that they can show the FD what they''ve been doing with the budget.
When can we be creatively brave again?