CALABASAS, CA: Many top executives are not happy with their
companies' PR efforts, even when they retain agencies, according to a
survey by Patrick Marketing Group (PMG).
When asked to judge their companies' effectiveness in PR on a scale of
one to 10, the average respondent gave a 5.8 rating - which is low for
this type of survey, said Craig Shields, a partner at PMG. "In general,
people don't rate key functions of their organization less than seven or
eight out of 10," he explained.
Shields said another surprising aspect of the results was that
executives equally blamed their own companies' PR efforts for the
problem, as well as the press or analysts - who they perceive to be
ignorant or unfair.
"People are usually fast to place blame elsewhere, not willing to own up
that they themselves or their organizations are to blame," Shields
The average level of satisfaction among executives toward their outside
agencies was 6.4, compared to 5.8 for those who do all in-house PR.
"I think it should be a wake-up call for agencies that the client roster
at large is pretty unimpressed with the work that we as agencies have
done," Shields added.
Budget, executive buy-in, other resources, and lack of experience were
cited as obstacles to PR success.
Ericsson, Alcoa, Emerson, Pall Corporation, and EDS were among the
companies surveyed. Almost 100 CEOs, COOs, and PR executives were also