PR and word-of-mouth spend up double digits in 2011

NEW YORK: PR and word-of-mouth marketing spend grew 12.4 percent to $6.41 billion in 2011, according to a report released this week by investment firm Veronis Suhler Stevenson.

NEW YORK: PR and word-of-mouth marketing spend grew 12.4 percent to $6.41 billion in 2011, according to a report released this week by investment firm Veronis Suhler Stevenson.

The growth identified in the VSS Communications Industry Forecast 2012-2016 was attributed to the increasing use of social media and digital services.

These same categories are expected to grow 14.2 percent to $7.32 billion in 2012. PR specifically will increase 8.3 percent to $4.22 billion as firms continue to offer expanded services incorporating multiple media, with revenues for these areas expected to hit $11.35 billion by 2016.

Even with this expected growth, however, some PR pros are still “learning to ride the horse” that is social media, said John Suhler, president and co-founder partner of Veronis Suhler Stevenson: “They are used to sending press releases to media outlets, and now you're talking about having a direct conversation with consumers, and that's new territory.”

Overall, traditional media, which includes PR and word-of-mouth marketing, is expected to grow 4.2 percent in 2012 to $75.91 billion, thanks to promotion around this November's US elections and the London Olympics.

Across all media categories, spending within the US communications industry will increase 5.2 percent in 2012 to reach $1.189 trillion as consumers and businesses increasingly embrace digital technology, according to the report.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.