PALO ALTO, CA: A recent survey has found that more and more hi-tech marketing executives are relying on PR. The CMO Council, made up of marketing executives from hi-tech companies such as Microsoft, Dell and Cisco Systems, surveyed more than 350 senior marketing executives.
When asked to rank their marketing priorities, 28% of respondents listed PR and internal communications as the most important marketing discipline.
Strategic planning and research were cited by 27%, followed by internet marketing at 24%, analyst and stakeholder relations at 23%, and branding at 22%. Only 13% said advertising was a top priority.
When it comes to making marketing more efficient, most answers referred to PR. Marketers are focused on improving their department's efficiency and effectiveness by making sure senior management understood the importance of PR, and making sure that PR roles, resources and responsibilities are clearly defined. At the same time, these departments are cutting back their communications budgets.
"A lot of companies have brought their communications and marketing in-house," said Charles Caudill, managing director of GlobalFluency, which co-sponsored the survey.