CHICAGO: Chicago-area technology companies don't anticipate
increasing PR spending in 2002, according to a new survey by
Ketchum/Corporate Technology Communications (CTC).
Only 13% of those surveyed see their PR budgets rising next year, while
53% said their PR and ad budgets will stay the same as in 2001.
Half the respondents reported they had cut PR spending this year, and
40% reported trimming their PR staffs.
"All of us in PR and integrated marketing communications as a whole
recognize that this has been a tough, tough year, and it's showing no
indication of changing anytime soon," said Paul Rand, president and CEO
PR firms trying to find new tech clients need to change their marketing
approach, Rand said. Decisions on hiring PR firms once made by PR or
marketing directors are now being made by tech CEOs scrutinizing every
dollar their companies spend. Tech companies are looking for proof that
PR spending will help their bottom lines. "How we sell and who we sell
to is different than even a year ago," Rand said.
Ketchum/CTC in August distributed 800 surveys to Chicago tech marketing
and business executives, receiving 75 completed surveys. Results were
announced at the Illinois Technology Showcase held September 12-13.