Survey Shows Execs Unhappy With PR.

Many senior business managers are unhappy with their firm’s PR efforts, according to a survey recently completed by the Patrick Marketing Group (PMG) of nearly 100 randomly chosen respondents.

In June, the California-based marketing firm finished an online survey of CEOs, vice presidents, directors, and managers responsible for marketing communications and other key business functions at some of the world’s largest firms, including Ericsson, Alcoa, Emerson, Pall Corp., Kenwood USA, Eaton, EDS, and dozens of others. Participants were asked their opinions about the effectiveness of their firm’s public relations activities.

The survey reveals that most executives and managers are less than satisfied with the PR function. “We have a real problem when it comes to our PR efforts,” commented a marketing manager at a large packaging company. “I’ve tried to identify strengths in our approach, but I just can’t find a bright spot here.”

When asked to rate the company’s effectiveness in PR on a one to 10 scale (10 being the highest), the average response was 5.8. “These results paint a poor picture about the perceived effectiveness of PR,” said Craig Shields, senior PMG consultant and the survey’s author. “In my experience, corporate leaders are reluctant to rate important business functions less than a seven or eight, since it implies that they should have taken steps to improve them.”

The survey also assessed opinions regarding impediments to effective PR. One-third indicate it’s primarily a cost issue, while others cite a lack of executive buy-in, insufficient resources, or experience. Nearly all point to some area where they could improve PR, with “doing more contributed articles” topping the list.

Most respondents expressed frustration about some aspect of PR. Perhaps this frustration is simply a function of unrealistic expectations or underlying misperceptions about PR. In any case, it’s clear from the survey that the world wants more out of PR and is struggling to find a way to get it.

The survey also collected information about the use of internal staff versus external agencies, as well as gauging the monthly retainer dollar amount for external agencies.

For a copy of the complete report, CLICK below:

http://www.pmgdirect.com/reports/reports22.htm.