Public relations is seen as giving the best value for money and is the
most highly rated business to business marketing tool, according to a
The survey of 103 marketing professionals found that, in terms of return
on investment, PR was rated higher than 17 other marketing disciplines,
including national press advertising, database marketing, the trade
press and direct mail.
PR, which the survey defines as media relations, was also rated as the
number one priority when carving up marketing budgets, with direct mail
and exhibitions coming next.
PR would however have trailed behind press advertising in the financial
priorities analysis if the survey had not separated out national, trade,
specialist and regional press.
The survey, commissioned by advertising agency CHJS, also found that 46
per cent of respondents anticipated increasing their PR budget, with
just seven per cent intending to reduce it and only two per cent not
using public relations.
Susan Grice, head of corporate communications at the Bank of America’s
Europe, Middle East and Africa division, agreed that more emphasis was
being placed on such non-advertising tools as seminars, PR and database
marketing. Grice suggested this could stem from greater client emphasis
on targeted marketing and value for money.
She added: ‘This could be seen as a balancing out of the equation.
Advertising still has an important role but it may have been seen to be
more effective when messages are also delivered via other media.’,