I’ve been working on my presentation to the graduates of Syracuse University’s Masters of Science and Communications Management program. The University is holding it’s reunion this coming weekend and I’ll be presenting on PR 2.0 and the state of the industry. Part of my presentation discusses the results of the Vocus survey, “PR Planning in 2010.” I participated in a Vocus Webinar in November 2009 and wrote about some of the findings just after the event. I wanted to share with you a few more of the thoughts from the 1,800 PR and marketing professionals (who participated in the survey and who perform PR functions), with respect to their roles in 2010.
I was very happy with the response to the statement: In 2010, PR’s role in the marketing mix will (a) become more important, (b) stay the same or (c) become less important. Approximately 64% of the survey participants stated that their roles will become more important, about 33% said that the role will stay the same and only 3% stated that PR’s role will be less involved in the marketing mix in 2010.
This clearly illustrates a positive outlook with respect to how professionals feel about their roles and responsibilities moving forward in 2010. In my opinion, it appears that despite a tough year in 2009, in the eyes of the professional, the PR person’s role is more important now, and will be more integrated into the marketing mix.
To provide further details into the mindset of PR professionals, a follow-up question probed into what they believed their roles would be. You can see the response chart below:
The Vocus summary of results stated that the “percentage of responses is much higher if we tallied this count by adding up those that ranked each function with a ranking of 6 to 10.” Therefore, when identifying what roles closely related to the PR function (when adding up 6 to 10) the following ranked a response over 50%:
- Content Management
- Corporate Communications
- Strategic Communications
- Marketing Communications
- Social Media Communications
- Media Relations
- Public Relations
For me, it was no surprise that Strategic Communications, Corporate Communications and Public Relations ranked highly (above the 50% mark). However, it’s interesting to note that there’s emphasis on new roles including Content Management, Social Media Communications and Marketing Communications (showing more integration between the PR and Marketing disciplines). As a matter of fact, the second highest percentage appeared under the Marketing Communications category, with 24% of professionals ranking this area as a primary part of their jobs.
How do you see the public relations professional’s role in 2010 and moving forward in years to come? Are you in agreement with these percentages? And, how do you see PR roles and responsibilities increasing?