Technology: 'Fear driving digital PR'

The 'fear factor' is playing a key role in driving comms teams to use digital media for campaigns, according to new research by Rocket Communications.

The agency polled 100 senior marketing figures. Some 74 per cent of respondents said they had implemented more creative digital PR campaigns in response to competitors stepping up their online presence over the past 12 months.

Rocket Communications MD Pete Hendrick said: 'Our findings suggest a proportion of campaigns are being conducted in response to competitor plays. Campaigns must be properly thought out; otherwise organisations could damage their brands and lose the ears of their audiences.'

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