Our digital challenges - Rachel Cameron, Samsung

Percentage of PR budget spent on digital?

35 per cent.

Most innovative recent activity?

For the launch of our Genio Touch, we tied in with girl band The Saturdays. We used their existing fan base on Facebook, Twitter, Bebo and MySpace to connect with the target audience, offering free tickets to the launch event and competitions to win handsets.

Challenges?

Companies often forget that once something is posted on Twitter or a blog site, it spreads at a phenomenal speed. The main challenge is being consistent. You cannot set up a Twitter feed or blog and not keep it updated. However, it's a trap many companies have fallen into through lack of resources. Making digital channels a priority is key to overcoming these challenges.