PR is considered more important than advertising in setting up a successful dotcom launch. Sixty-five percent of e-businesses believe there is a strong relationship between
press coverage and site traffic, and 57% say PR is more important for dotcoms than for traditional businesses. These are among the findings of an international survey of 75
dotcoms in 10 countries conducted by Global Financial Communications Network, a network of 11 PR agencies worldwide.
The survey also found that 49% of the companies have decided to increase their PR budgets as part of an ongoing communications program. Dotcoms in the U.S. reported they spend
60% of their communications budget on PR.
There are wide variations in perceptions about the importance of PR and the allocation of capital for communications programs among dotcoms in different countries. In Hong
Kong, dotcoms spend 90% of their communications budgets on PR, while in Spain 30% of the dotcoms said they didn't use PR at all when they launched.
Copies of the survey can be received by e-mailing a request to [email protected].
(Mosbacher, 212/888-6115)