NEW YORK: PRWeek's second annual Marketing Management Survey is under way, produced in partnership with MS&L. The study will assess attitudes and opinions about the value of PR from the perspective of brand managers, CMOs, and other marketing executives.
Last year's survey revealed that most respondents believed that PR was undervalued in their marketing mix, and that while their PR agencies were capable of being involved in strategic branding, most of them weren't. The data has been cited in advertising and PR forums looking to better understand the marketing mix.
The study is part of PRWeek's continuing efforts to report on stories that explain how PR fits into the marketing mix and how companies and their senior management outside of communications are embracing the capabilities of PR more than ever before.