The most recent Bellwether Report says companies are now spending a higher proportion of their budget on below-the-line marketing – including PR – than ever before.
GolinHarris joint MD Jonathan Hughes responded: ‘We’re seeing a shift in the proportion of the marketing budget going to PR. The swing is in favour of online and new media.’
But Cohn & Wolfe UK CEO Jonathan Shore said: ‘It is debatable how much PR is part of the category, particularly with sponsorship of UEFA Euro 2008 and the London 2012 Olympics.’
The next survey is set to include a more detailed PR breakdown.