PR industry gives more weight to IT than ever before

PR agencies are placing greater importance on IT than ever, with the proportion putting an IT professional on the main board having more than doubled in the last year.

PR agencies are placing greater importance on IT than ever, with

the proportion putting an IT professional on the main board having more

than doubled in the last year.



According to a new survey by accountancy firm Willott Kingston Smith, 38

per cent of PR agencies now have IT representation on their boards - up

from 18 per cent last year. This compares with 18 per cent for

advertising agencies.



The survey also found that PR agencies spend more per employee on IT

than ad agencies - pounds 2,045 against pounds 1,406.



Ed Bayley, managing director of the consultancy arm of Willott Kingston

Smith, said: ’This reflects the fact that PR agencies are understanding

how important electronic communications have become to the industry. A

lot of work that used to be done on the phone is done electronically -

agencies are realising it is a full-time job to sort that out.’



The figures for PR and advertising agencies compared unfavourably with

51 per cent of direct marketing agencies which had IT representation on

the board and spent pounds 2,175 per head on IT.



The report, IT in the Marketing Services Sector 1999, was published this

week.



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