Use of PR Firms Reason for Using Firms

(GAP II Study) (GAP II Study)

100% ‘02 Ranking ‘03 Ranking

What Clients Say 90% „ Strategic insight 1 4
80% „ Offset limitations of 2 2
70% internal staff
60% „ Objective point of view 3 6
50% 2002 „ Cheaper than adding staff 4 7
40% 2003 „ Limits on “head count”
count” 5 5
Council of PR Firms 30%
„ Ability to quantify results 6 8
January 27, 2005 20%
„ Senior mgmt expects it 7 9
10%
0% „ Additional “arms & legs”
legs” 8 1
$6+ $3.1B - $1.6B - $580M - $100M - <$100M
Billion $6B $3.1B $1.6B $580M „ Unique experience na 3
Copyright © 2005, The Institute for Public Relations „ Copyright © 2005, The Institute for Public „ Copyright © 2005, The Institute for Public
PO Box 118400, Gainesville, FL 32611-
32611-8400 Relations Relations
www.instituteforpr.com „ PO Box 118400, Gainesville, FL 32611-
32611-8400 „ PO Box 118400, Gainesville, FL 32611-
32611-8400
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Concerns about Using Firms PR Firms Contribution to

Effectiveness of PR
(GAP II Study) Marketing
‘02 Ranking ‘03 Ranking „ According to marketers: „ According to marketers:
„ Cost 1 1 – Raising awareness (83%) – Media contacts (67%)
„ Lack of knowledge/insight
into our business
2 3 – Providing credibility (67%) – Creative ideas (48%)
„ Perceived ROI 3 2 – Reaching influencers (63%) – Strategic thinking (45%)
„ Junior level of team 4 4 – Educating consumers (61%)
– Arms and legs support (45%)
„ Staff turnover 5 5 – Prompting trial (28%)
Ability to quantify results 6 6 – Industry/competitor insight (29%)
„
– Persuading skeptics (22%)
„ Vague policy re: conflicts 7 7
„ No concerns 8 na
– Driving sales (22%)
„ Copyright © 2005, The Institute for Public „ Copyright © 2005, The Institute for Public „ Copyright © 2005, The Institute for Public
Relations Relations Relations
„ PO Box 118400, Gainesville, FL 32611-
32611-8400 „ PO Box 118400, Gainesville, FL 32611-
32611-8400 „ PO Box 118400, Gainesville, FL 32611-
32611-8400
„ www.instituteforpr.com
4 „ www.instituteforpr.com
5 „ www.instituteforpr.com
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1
 CMOs:
CMOs: What They Want Client Service

„ Business acumen „ “Ford figures it costs five times as

„ Untraditional approaches much to attract a new customer as it
– Delivering credibility does to retain an old one”
one”
– Fortune Magazine
– Third-
Third-party endorsement
„ Integration
„ Results
– “Better than the way we did it last year”
year”
„ Copyright © 2005, The Institute for Public „ Copyright © 2005, The Institute for Public
Relations Relations
„ PO Box 118400, Gainesville, FL 32611-
32611-8400 „ PO Box 118400, Gainesville, FL 32611-
32611-8400
„ www.instituteforpr.com
7 „ www.instituteforpr.com
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