What keeps Comms bosses awake at night?

Courtesy of  PRWeek.com

What is written at the top of a comms director’s to-do list? And what is he or she fretting about on the commute to work? To answer these questions, PRWeek teamed up with Brands2Life to poll some of the most powerful in-house comms professionals in the United States.

The results reflect the times in which we live, but although an air of caution has been adopted almost across the board, this research shows there is much to be optimistic about. For a start, the survey found that nearly three-quarters of respondents believe the business community takes PR more seriously than five years ago. A further 67 per cent also say their role is now more strategic than it was in 2003.

And, encouragingly, more and more aspects of digital marketing are falling under the comms director’s control. Brands2Life co-founder Giles Fraser believes the results show the influence and responsibilities of comms chiefs are increasing, and they are being asked to oversee many aspects of the business. But it is in the digital arena that the PR profession is making its greatest strides. More time, resources and, crucially, money, are going into this area. Many comms directors are now firmly in control of their company’s digital strategy.

Of late, Fraser says his agency has seen clients investing in digital marketing and PR in a ‘major way’, and this can only increase.

Has your comms planning been affected by the credit crunch?

72% yes
19% said: ‘My use of agency support will reduce in 2009’
11% said: ‘I have already been asked to reduce headcount’

What are the key challenges facing your company?

65% said: ‘Integrating comms across the business’
57% said: ‘Communicating with diverse stakeholders’
43% said: ‘Executing an online strategy’

What percentage of your budget now goes on digital PR or marketing?

11-20% according to 38% of respondents
0-10% according to 31% of respondents
over 50% according to 7% of respondents

What aspects of digital marketing fall under your remit?

78% said: ‘The company’s website’
51% said: ‘Management of our social media presence’
32% said: ‘Search engine optimisation’

What digital innovations have you introduced in the past year?

40% said: ‘Blog monitoring’
34% said: ‘Social media campaigning’
31% said: ‘Posting videos on YouTube’

How do you assess the impact of media relations campaigns?

66% said: ‘We measure the quality and quantity of articles in focus media’
50% said: ‘Brand awareness research’
24% said: ‘Analytics such as Google analytics’

Do you rely on agencies more or less than five years ago?

23% said: ‘More’
18% said: ‘Less’
53% said: ‘The same’

How would you summarise your PR agency’s main contribution?

51% said: ‘Proactive media relations’
50% said: ‘Creative input’
43% said: ‘Handling overflow work’

Which stakeholders take the industry more seriously than five years ago?

73% said: ‘Business people in general’
35% said: ‘The media’
18% said: ‘The general public’