The PRCA partnered with YouGov to survey 280 agency and in-house PR professionals across a range of sectors including finance and banking, technology and telecoms, charities and NGOs.
In-house respondents included directors of marketing/comms and heads of press/PR. Agency respondents include CEOs, MDs, partners and directors. Below are the key findings:
The findings suggest that in-house teams now see themselves as the owners of digital/social media strategy and execution, with agencies providing supporting roles.
According to Danny Whatmough CMPRCA, head of social, EMEA at Weber Shandwick, and chairman of the PRCA Digital Group, more expectation is being heaped on PR agencies to deliver a broad range of activities from blogger outreach to web design and build.
"There’s an interesting debate to be had around the longer-term role of PR agencies working alongside in-house teams that continue to strengthen their digital skills. And the issue of training remains an issue for many who need to improve their skills," he said.
The average percentage of marketing budgets spent on digital/social media remains modest (16 per cent), the same as 2014. However, digital budgets are expected to grow in the next 12 months.
The majority of PR professionals get their insight from expert blogs, but there is a growth in the use of white papers.
Twitter and Facebook continue to dominate social media usage, while usage of LinkedIn is on the rise. Platforms no longer gaining traction include Pinterest and Google+.