According to Kaizo’s first B2B Tech In-House PR Barometer survey, which was conducted among the 25 leading firms in the sector, almost 45 per cent of respondents claimed that increased responsibility for things such as social and lead generation within existing budgets was a contributory factor to the pressure.
Meanwhile, 38 per cent of respondents claimed there were higher expectations from the business to do more with the same budget and 17 per cent were being asked to do more with less budget.
When asked if PR was recognised as contributing to the growth of the business, only 17 per cent strongly agreed, while 21 per cent felt it was not or strongly disagreed it was seen as a contributory factor.
Forty-three per cent said demands for PR to show direct business impact were stressful, while a third revealed they were individually measured on PR contribution.
Nearly 90 per cent said the top measurement was volume of press coverage while 56 per cent relied on anecdotal feedback. Only one in five were measured on attitudinal change, respondents said.
An increasing number were also now measured by their success in social and online marketing with nearly half monitored on metrics such as followers or likes and 39 on measured consumption such as views or click-through.
Another 23 per cent were measured via web analytics and inbound traffic from earned media, 22 per cent were measured on input to sales and 16 per cent on lead generation.
Kaizo director Steph MacLeod said: "There seems to be a disconnect between how organisations internally perceive the role of PR and what they are expecting the function to deliver. This disconnect is being bridged by PR managers as they try to deliver what they know is required to aid growth; targeted, storytelling content and earned media appearances across multiple channels, while they personally are still largely being measured on ‘traditional’ PR deliverables."