PR execs often turn blue in the face trying to convince their
marketing managers that PR contributes to the bottom line. Now
they've got some much-needed ammo: a survey of America's senior
marketers by the Council of Public Relations Firms, in
partnership with Advertising Age's Custom Program Division,
showing the strengths of PR and key areas ripe for growth.
For example, in response to the question "In which roles do you
consider public relations effective?" 83% said "raising awareness,"
67% said "providing credibility," 63% said "reaching influencers"
and 61% said "educating consumers." "Driving sales," meantime, drew
a 22% response -- nothing to do cartwheels about when it comes to
driving sales but not too shabby, either.
"For years, we've told clients that raising awareness and
education are what we do," says Kathy Cripps, president of the
Council. "What I thought interesting was the response to driving
sales. Often, clients are looking for ways to increase sales, and
one in five said they felt PR could help. So the challenge becomes
to show, with some return on investment, just exactly how PR could
contribute to sales."
The e-mail survey selected Advertising Age subscribers,
and more than 130 responded. The survey also asked whether PR was
used tactically or strategically -- the definitions of which PR
agencies and their clients constantly disagree -- in contributing
to management decisions. While 30% said they saw PR as primarily
tactical, 35% saw it as primarily strategic, with the remainder
falling in the middle.
"It's not confusing because, when you look at how marketers view
the role of PR, you see it for the many values that it provides,"
Cripps says. "We'd been trying to understand its value and
expanding role, and I think this survey got to the heart of the
matter."
The survey came about as a result of talks with clients
regarding the role of PR in the marketing mix. "The takeaway for me
is that there are a lot of people who understand the value of PR,"
Cripps says. "We need to go in there, be strategic and present
creative ideas that help them achieve their goals. Marketers are
willing to give PR people that infamous seat at the table, so all
we have to do is be there to earn it." PRN
Contact: Kathy Cripps, 212.351.5084, [email protected]