PR budgets expected to rise for first time in four years

Comms directors are expecting an average 2% rise in their budgets over the next year, according to the results of the latest PRWeek/Brands2Life Comms Directors Survey.

This is the first time in four years that the survey has found an expectation of a budget rise.

"This is great news for the comms industry, and adds to the evidence that an upturn in the economy is feeding into budgets," said PRWeek brand editor Ruth Wyatt.

The most recent quarterly IPA Bellwether survey indicated that marketers were expecting their budgets to be raised in the next 12 months. 

The PRWeek/Brands2Life Comms Directors Survey also found that:

• Comms directors are spending an average of almost 30% of their time and just under a quarter of their budgets on digital.

• The majority of comms directors at international companies do not believe that their global managers understand the UK operating environment.

• Integrating work with other departments has seen a big boost this year, putting the comms director firmly in the centre of activity. Some 71% of comms directors said they carried out their PR activity in tandem with internal comms either "very often" or "all the time". And 45% said the drive to work together had been given added impetus by the threat from online activism.

"The increasing need for consumer and corporate transparency is at last having an impact on the way that businesses and brands organise themselves," said Guy Corbet, managing director, corporate and brand, Brands2Life. "Communications teams are increasingly becoming the glue that bring together a range of different functions to help the business not just tell the same story, but deliver it operationally as well."

For more on the survey read the feature in our October issue or in the Need to Know section of the PRWeek website.

You can find more detail on the PRWeek/Brands2Life Comms Directors Survey at www.commsdirectors.com.

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