INTERNATIONAL NEWS: Survey reports PR budget cuts harm brandawareness

BOSTON: A fair number of marketing executives in the IT industry who have been forced to make large budget cuts in PR believe that the awareness of their brands was diminished as a result, according to a survey conducted by Kadence Research.

BOSTON: A fair number of marketing executives in the IT industry who have been forced to make large budget cuts in PR believe that the awareness of their brands was diminished as a result, according to a survey conducted by Kadence Research.

For the study, which was sponsored by Greenough Communications, Kadence interviewed 66 hi-tech marketing executives to evaluate marketing strategies and allocation of budget dollars.

About 25% of the participants said that PR was "essential to maintaining visibility and name recognition, as well as producing high ROI," according to the report.

Not all companies surveyed had made changes to their PR plans. But among the respondents who had done so, and suffered negative consequences as a result - eight in total - five reported they had decreased PR strategy and activity.

While the survey was not extensive enough to provide a fully comprehensive picture of the industry, Phil Greenough, the firm's CEO, said it should function as a tool for use by in-house marketing and PR teams to justify budget needs.

"I spent most of my career on the corporate side, and I know what it's like when budgets are being reviewed, he said. "We are trying to arm them for the discussions."

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