Marketing directors believe that PR agencies are better placed to lead social media strategies than advertising agencies, according to research by Shine Communications.
Shine sent out postal and online questionnaires to marketing directors around the UK between July and October last year. Marketing chiefs from BMW, Coca-Cola, Mattel and Procter & Gamble were among those to take part.
Of the 78 respondents, 90 per cent said they thought PR agencies were the best-placed marketing discipline to do work in social media.
When asked which discipline they most relied on, PR scored 5.75 out of ten in comparison with 4.75 for advertising.
Respondents named the advantages of PR as its unique ability to be credible (69.2 per cent), cost effective (59.6 per cent) and cut through the clutter (57.7 per cent). They also said PR was more effective than advertising at changing brand perceptions (73.1 per cent) and when there was a new story to tell.
But despite 92 per cent saying they wanted to use PR and advertising together, only 53 per cent said this was a reality in their organisation.
Shine released the research to coincide with the launch of Shine1, its brand management and planning division.