Survey: Most Global PR Programs “Unsatisfactory”
– Marketing Execs Bemoan Poor Communication, Tight Budgets as Major Hurdles to Successful International PR Programs –
WATERTOWN, Mass. – April 10, 2006 – A Global PR Survey commissioned by SHIFT Communications asked more than 100 Marketing executives about their impressions of Global Public Relations programs. The findings show that the majority of Global PR programs – fully two-thirds – are deemed “unsatisfactory” by the very marketers responsible for their successful execution. “Poor communication” and “tight budgets” were cited as major reasons for their dissatisfaction.
Approximately 70 percent of the respondents reported working at companies with annual revenues over $100 million. The median annual PR budget for companies without an international program was $215,000; the median spend for companies with a global program was $349,000.
San Francisco-based Launch Pad conducted the survey, which found that 53 percent of the respondents currently run a global PR program, while roughly a third of those without an international program said they might invest in international PR within the next twelve months.
“The need for global PR is increasing as more U.S. companies of all sizes venture into overseas markets,” said Todd Defren, a SHIFT principal. “Not surprisingly, the survey data show there’s a gap between the need and execution of international programs, and it’s tied to poor communication between the various global PR hubs.”
Two-thirds of the respondents with international programs reported that their international colleagues and global agencies don’t properly adhere to a single strategy. The lack of two-way communication primarily raises concerns about inconsistent messaging and branding.
Small budgets were also considered an impediment toward having a successful global PR program. For example, 48 percent of the respondents without a current international program anticipate a small budget to be the biggest obstacle for successful international PR. Half of those with a global PR program fear that their budget is too small to make an impact.
Additional key findings include:
Companies with and without a global PR program stated “to be perceived as global player” as their top goal, followed by practical objectives such as “to launch a product” and “to support international sales.”
The median percentage of PR budgets spent on international PR was seventeen percent, with two thirds of the respondents believing this percentage will increase in the next 12 to 24 months.
Companies without an international PR program, however, estimated that they would only spend between seven and 10 percent of their PR budget on global activities.
The greater the percentage of revenue derived from non-U.S. sources, the more likely a company is to develop an international PR program. For example, 30 percent of those with 15 to 34 percent revenues from non-U.S. sources are likely to develop a global program. Meanwhile, 38 percent of those with 35 percent or more in revenues from non-U.S. sources are likely to develop a program.
Asia Pacific, Western Europe and Canada are the regions where most companies conduct global PR. Little over half of these companies use non-U.S. PR agencies in support of their global PR efforts.
To see the complete survey, please visit www.shiftcomm.com.
About SHIFT Communications
SHIFT Communications' high performance public relations and marketing communications services bolster clients' marketplace reputation and produce measurable results that directly lead to increased revenues. The independent agency works with both new and established companies competing in a variety of technology, business-to-business, and consumer markets. SHIFT Communications' offices are located in the Boston, MA, and San Francisco, CA metros. For more information, visit www.shiftcomm.com.