Study shows PR's marketing contribution

NEW YORK: PR is currently underutilized in the marketing mix, according to 63% of marketing executives and brand managers who participated in the PRWeek/MS&L Marketing Management Survey.

NEW YORK: PR is currently underutilized in the marketing mix, according to 63% of marketing executives and brand managers who participated in the PRWeek/MS&L Marketing Management Survey.

The survey was designed to find out what marketing departments consider are the key contributions of PR to the marketing mix, how budgets are apportioned across disciplines, and how important integrated programs are today.

The survey polled 328 CMOs, marketing VPs, marketing directors, and brand managers.

Out of the total, 48% said they spend more time on PR strategy than they did a year ago. "Marketers clearly get the value of PR, at a level we've been dreaming of for a long time," said Lou Capozzi, CEO of MS&L.

The survey also highlights a number of areas of opportunity for the PR industry. When asked if PR firms are capable of working on strategic branding, 75% of the total responded, "yes." But only 57% of respondents said that their PR firms actually work on strategic branding.

Integrated strategy is "vital" to 56% of survey participants, but only 23% said their own marketing programs are "seamlessly integrated." Twenty-six percent also said they would turn to a PR agency to help align disciplines, surpassed only by consulting companies at 34%.

? See feature, p.18.

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