2 responses to “Quote of the day: “Beware the cash cow in the coal mine””
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Do you mean not taking enough trouble to understand nuts and bolts, doing research on where your audience is and how they behave?
That’s pertinent to PR. We’re going through y/e budgeting at the moment and its so hard to get budget holders to commit even small sums to social media yet we pile money into things like press because there’s a box that can be ticked. I think its largely because most people round the table have grown up with press so it feels safe rather than being based on any recent analysis.
Sorry, rant over. Merry Xmas everyone:)
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Spot on Mark. According to TNS figures from last year 43% of ad spend in the UK was on print, the same amount on TV and 7.8% on radio, yet 21% of people’s media consumption is online. I wouldn’t be surprised if there were similar proportions if we were able to see the percentage of PR resource sent to different channels.
At an IT PR networking event recently former colleagues of mine which work with some of the largest tech brands in the world bemoaned the importance their clients attached to print over online, even.
That it’s hard to scare up even an innovation budget for investing in online and social media campaigns suggests that some of the more pessimistic commentators on the state of PR may have a point.
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