LONDON: An increasing number of US e-commerce companies are likely to review their PR set-ups in the coming months, according to a study by new-business research firm Pearlfinders.
The quarterly study, which involved more than 1,200 interviews with US-based decision-makers at VP level and above, gauges how marketers are changing direction, restructuring or debating new techniques.
The findings revealed that almost half of all web-based businesses questioned were considering their PR options, an increase of 20.5% on the previous quarter.
Anthony Cooper, MD of Pearlfinders, said the findings reflected a growing number of web-based startups turning to PR to help meet their business objectives from the outset.
The research also showed more non-profits are using PR, with an increase of more than 6.1% on the previous quarter. Out of this group, the study indicated those organizations associated with the BP oil spill would be predominantly turning to PR to convince consumers the Gulf Coast is open for business.