Three-quarters of marketing chiefs say in-house PR should not handle social media

Marketing directors do not rate the role of PR in managing social media, with less than one-third thinking the PR department should oversee social media in their business, according to new research.

Canvassed: 250 marketing chiefs
Canvassed: 250 marketing chiefs

The survey of 250 marketing directors and heads of marketing by Wildfire PR even found that one in five marketing chiefs believe the IT department should have control of a firm’s blogging and tweeting.

Some PROs expressed shock at Wildfire’s findings.

Rob Dyson, PR manager at children’s charity Whizz-Kidz, said: ‘Clearly a number of marketers believe social media are technical tools or an extension of the company website that IT should manage. But it is not just a bit of software and needs to be run by a part of an organisation that is personable.

‘Twitter is not just about putting out ads, it is about building relationships. There needs to be a clear PR strategy behind it and someone in the business needs to have the inclination to use it for conversation regularly, or not use it at all.’

Pete Goold, MD of tech PR agency Punch Communications, said: ‘Marketing directors who do not involve PR because of a personal dislike of Twitter are less able to do their jobs than they were five years ago.’

The study found that only 27 per cent thought the in-house PR team should manage company social media policy including Twitter and Facebook profiles. Only two per cent believed this should be the responsibility of an external PR agency. Twenty-nine per cent of respondents said they planned to invest more in social media during the next year, but while almost half of the businesses polled have adopted social media, ten per cent claimed they did so only because their rivals had.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.