Measurement, Social Media Biggest Public Affairs Hurdles

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A survey of nearly 400 public affairs executives finds that the ability to measure efforts and keeping up with social media and emerging technologies are their biggest challenges.

In the poll, conducted by PR News and Mike Smith Public Affairs, 27% of PA pros said measurement was their biggest hurdle, while 23% named social media and emerging technologies. External issues, such as legislation, came in at no. 3 (19%). (See full results below.)

To Mike Smith, CEO of Mike Smith Public Affairs, measurement and social media are closely linked. “More PA professionals are using social media platforms, and with that comes more difficulties in measurement,” says Smith.

One communications executive admits to being behind the curve in terms of social media presence. Mary Boyle, VP at Common Cause, says she just hired a consultant to review the nonprofit’s social media program, with the goal of better effectiveness. “Social media can be time-consuming and even confusing,” says Boyle.

Smith says the fact that advocacy/grassroots communications places lower versus social media (12.6% to 19.1%, respectively) in time spent by public affairs execs, cements the dawn of digital PR. “Five years ago grassroots would have been No. 1,” says Smith.

GOOD CAUSE

Another study finding stood out for Geoff Livingston, chief social media evangelist at Zoetica, which helps organizations affect social change. “I was really happy to see the double-digit interest of organizations wanting to learn how they can connect CSR/cause-related marketing to the bottom line (question 6),” says Livingston. “This means cause marketing is no longer something people do haphazardly, and is really good news for society.”

The survey results will be further discussed at the PR News Public Affairs Conference set for Tuesday, May 25, at the National Press Club in Washington, D.C.

CONTACT:

Mike Smith, [email protected], Mary Boyle, Mary Boyle, [email protected]; Geoff Livingston, [email protected].

The State of Public Affairs: A PR News/Mike Smith PA Survey

1. What kind of organization do you work for?

  • Nonprofit/association 28.8%
  • PR/public affairs agency 22.5%
  • Corporation (200+ employees) 22.3%
  • Government agency 20.2%
  • Corporation (-200 employees) 6.0%
  • Other 0.5%

2. Which area of public affairs do you find yourself spending the bulk of your time?

  • Client’s PA strategy (external) 28.3%
  • Social media and public affairs 19.1%
  • Corporate comms (internal) 17.0%
  • Advocacy/grassroots comms 12.6%
  • Government relations 9.7%
  • Media Relations 1.0%
  • Other 11.8%

3. Which of the following external issues are most likely to have an impact on your role?

  • Legislation and pending bills 38.9%
  • Stimulus funds/increased federal budgets 20.6%
  • Donors and fundraising 14.2%
  • Elections 12.1%
  • Client budgets 0.4%
  • Media relations 0.4%
  • Other 12.9%

4. Which of the following industries affects your job the most?

  • Energy/Environment 22.3%
  • Healthcare 19.4%
  • Education 18.3%
  • Technology 12.8%
  • Military/Defense 4.2%
  • Transportation 1.0%
  • Insurance/Financial Services 0.8%
  • Other 21.2%

5. What is your biggest hurdle as a public affairs professional?

  • Measurement 27.0%
  • Social media/emerging tech. 22.8%
  • External issues (legislation, etc.) 19.1%
  • Traditional press relations 11.0%
  • Forging partnerships 8.4%
  • Budget/Resource allocation 3.1%
  • Other 7.3%

6. What would you like to learn by the end of 2010?

  • Using social media effectively 29.1%
  • Leading media training for new/social media opportunities 15.3%
  • Putting together a goal-oriented audit 14.2%
  • How my organization can connect corporate social responsibility/cause-related marketing to our bottom line 13.9%
  • Responding to a public affairs crisis 12.6%
  • How to identify potential clients 10.9%
  • Other 4.0%

Source: PR News and Mike Smith Public Affairs

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