Facts and Figures

In the wake of the tremendous changes experienced in the field of public relations last year, US-based PR software company Vocus surveyed a total of 1,836 PR professionals to gauge their perceptions of the changing landscape, and the role of innovative media as a catalyst behind the change. Special emphasis was given to their predictions for 2010; 64 per cent of respondents agreed that PR planning will be more difficult. This suggests a lack of confidence, perhaps, in the effectiveness of new media as a PR tool. Could the 20 per cent who disagree with the statement be confident early-adaptors, ready to incorporate new channels into their strategies?

When it comes to the fraught subject of budgets, 42 per cent expect their budgets to remain flat in 2010. Adding up the rest of the answers, those who believe that budgets will increase slightly or significantly and those who believe the opposite are almost equal in number. Even so, Vocus suggest that these results are better than might have been expected, and therefore arte grounds for cautious optimism.

When asked how PR professionals will adjust to change in 2010, the two standout responses were the 64 per cent that replied that they would find new innovative efficiencies, followed by 51 per cent saying they will invest in new technology. Also of note is the percentage of respondents who believe that “if it ain’t broke, don’t fix it” and will leave things just as they are: 65 per cent for staffing, 53 per cent for professional development, 58 per cent for internal staff and 51 per cent for external experts.

Assuming the trend of changes will continue into 2010, do you expect your PR organisation to:

• Add programms, services or offerings

  44%

  44%

  12%

• Increase use of outside experts (agencies or consultants)

  24%

  51%

  25%

• Add internal stuff

  16%

  58%

  26%

• Focus on professional development

  31%

  53%

  16%

• Innovate efficient processes

  63%

  34 %

  3%

• Invest in new technology for PR or social media

  51%

  39 %

  10%

• Provide flexible staffing to cover for the 24/7 cycle

  12%

  65%

  23%

• more

  same

  less

Social Media is a strong contender for PR focus in 2010, with an overwhelming 80 per cent of respondents saying they will do more. Search Engine Optimisation (SEO) is gaining popularity, proving that people are getting more aware of the importance of “google juice”, the level of volume or quality of traffic to a web site. Could this be something to focus on in this new PR landscape for the next year?

In 2010 my PR organisation will focus on

• Search Engine Optimisation

  57%

  40%

  4%

• Community relations/corporate philanthropy

  35%

  55%

  10%

• Viral or word-of-mouth

  56%

  42%

  3%

• Events & speaking

  37%

  54%

  9%

• Press releases

  31%

  62%

  8%

• Leveraging videos and multimedia

  63%

  32%

  5%

• Traditional media realtions

  20%

  67%

  13%

• Social media

  80%

  18%

  2%

• Measuring results

  58%

  40%

  2%

• more

  same

  less

The full report by Vocus, PR Planning 2010 Survey Results, can be downloaded at www.vocus.com/resources/2010-pr-survey/