For a measure of how decidedly PR is trending toward social media, Vocus provides survey results from 1,800 U.S. marketing and PR professionals, with 80 percent responding social media will be a key focus in 2010. Undoubtedly because this is unfolding terrain, 64 percent either agreed or strong agreed that PR planning will be more difficult in 2010.
Deidre Breakenridge, president of PFS Marketwyse and co-author with Brian Solis of "Putting the Public Back in Public Relations," helped design the survey and will discuss them in a webinar today, "PR Planning Considerations for 2010." All respondents to the survey and registrants to the webinar will receive the results by e-mail. The webinar will be recorded and posted for viewing. Register here.
Other survey findings include:
• Cautious optimism, as 42 percent indicated PR budgets will remain flat in 2010, though one-third also said they anticipated their budget increasing slightly (24 percent) or significantly (5 percent).
• Innovation and investmestment in technology, as 63 percent are planning to refine processes in 2010, while 51 percent will invest in new technology in order to do more with less.
• Multimedia isn't far behind social media as a key focus, as 63 percent are occupied there, while measuring results, SEO and viral campaigns follow with 58, 57, and 56 percent in priority rankings.
• PR's continued influence, as 64 percent believe that PR will become increasingly important in the overall marketing mix in 2010.