INTERNATIONAL NEWS: Survey shows no hike in spending

CHICAGO: Chicago-area technology companies don't anticipate

increasing PR spending in 2002, according to a new survey by

Ketchum/Corporate Technology Communications (CTC).

Only 13% of those surveyed see their PR budgets rising next year, while

53% said their PR and ad budgets will stay the same as in 2001.

Half the respondents reported they had cut PR spending this year, and

40% reported trimming their PR staffs.

"All of us in PR and integrated marketing communications as a whole

recognize that this has been a tough, tough year, and it's showing no

indication of changing anytime soon," said Paul Rand, president and CEO

of Ketchum/CTC.

PR firms trying to find new tech clients need to change their marketing

approach, Rand said. Decisions on hiring PR firms once made by PR or

marketing directors are now being made by tech CEOs scrutinizing every

dollar their companies spend. Tech companies are looking for proof that

PR spending will help their bottom lines. "How we sell and who we sell

to is different than even a year ago," Rand said.

Ketchum/CTC in August distributed 800 surveys to Chicago tech marketing

and business executives, receiving 75 completed surveys. Results were

announced at the Illinois Technology Showcase held September 12-13.

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