Senior marketers value Public Relations

published 2005

Public relations is poised for a more prominent role in the overall marketing mix according to a US survey of senior marketing executives published in Advertising Age on January 24.

Based on comments from survey participants, the future looks bright for public relations in marketing. Answering the question “How do you see the role of public relations changing over the next five to 10 years,” here is a sampling of responses:

• “PR will assume responsibility for all Internet-based communications. Big media will become less critical as the target for PR initiatives as micro media (e.g. blogs) spread.”
• “Public Relations will become an even more important element in the marketing mix because advertising will become less and less effective at reaching target audiences.”
• “As many forms of paid advertising become easier for consumers to avoid, public relations/publicity and product placements will become much more important as part of any integrated marketing communications program.”

The survey, which was emailed to selected Advertising Age subscribers, resulted in 130 respondents - 41% described their title as VP of marketing, 21% as chief marketing officers and 17% as president and/or CEOs.  It was conducted by the Council of Public Relations Firms.

Specific results were:

In which roles is PR more effective?

• raising awareness (83%),
• providing credibility (67%),
• reaching influencers (63%)
• educating consumers (61%);
• help driving sales (22%)

In what ways does PR contribute toward marketing programs?

• media contacts (67%)
• creative ideas (48%)
• stragtegic thinking/arms and legs (45%)
• industry/competitor insight (29%)

In which areas is public relations most valuable?

• supporting product marketing (76%)
• product launches (72%)
• supporting the corporate brand (65%)
• crisis management (59%).

“The survey results show that public relations is becoming a more integral and strategic part of the marketing mix,” said Kathy Cripps, president of the Council of Public Relations Firms. “It's gratifying to see that marketers are harnessing the power of public relations and integrating it with other marketing disciplines.”

Click the 'Marketing' link in the left-hand tool bar to access the Marketing section of PR Influences to see several articles on the role of PR in marketing, with more specific examples.

The author of this article - Grant Common - is an independent Sydney-based advisor who helps PR Managers get the best out of their PR Department
and/pr PR agency. He also blogs regularly on topics similar to this.