Integrated Communications: Lines between PR and Marketing are Blurring, ‘Turf’ Battles Ongoing Vocus Survey Finds

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Ownership of Social Media and Blogging Still Undecided, but Measurement Provides Common Denominator among PR and Marketing Professionals

A leading provider of on-demand software for public relations management. Follow us on Twitter: @Vocus

Vocus, Inc. (NASDAQ: VOCS) a leading provider of on-demand software for public relations management, today announced the results of a survey which found that many organizations are moving towards integrating PR and marketing, but that turf battles still exist. “Organizational structures, functional silos, or turf battles” were cited as the single largest barrier to integrated communications, while a strong sense of ownership for social media and blogging was evident among respondents from both marketing and PR disciplines.

“Social media was a common theme running through the survey data,” wrote Jennifer Kane, principal of Kane Consulting on the blog KaneCo Conversations. “It was often cited as the impetus for companies to revisit integration strategies. But, just as equally, it was also cited as the source of some of the biggest turf battles that are preventing integration from being fully possible.”

Kane along with Jeremy Porter, director of Marketing at Definition 6, and founder of Journalistics, a blog covering journalism, PR and social media, contributed to the analysis of the survey data and will help present the findings on a free Webinar titled, “Achieving an Effective Integrated Communications Strategy.”

Key survey findings include the following:

  • The lines between PR and marketing are blurring. 78% of marketing and PR professionals say they report to the same boss, while 77% of the same group report formal working relationships to create a common communications strategy.
  • “Turf battles” still evident. Despite formalized processes or structures, 34% cited “organizational structures, functional silos, or turf battles” as the single largest barrier to integrated communications.
  • Ownership of social media and blogging still undecided. PR and marketing each have a strong sense of ownership. 43% of PR professionals feel they should own social media, while 34% of marketers make the same claim. 37% of PR professionals think PR should own the corporate blog versus 23% of marketers expressing the same sentiment.
  • Benefits and communication measurement provides common ground. 56% of marketing and PR professionals say integrated communications increases overall effectiveness of their outreach programs. 48% cite sales and ROI as the single most important factor in measuring the results of an integrated communications strategy.

The survey queried US-based PR professionals about their perceptions of Integrated Communications. The survey was conducted from March 10, 2010 to March 31, 2010.

The results of this survey will be presented to an audience during a live Webinar on April 29, 2010 at 2:00 p.m. ET. All respondents who completed the survey will receive the complete survey results by e-mail, as will registrants of the Webinar. The Webinar is freely available by registering online: http://tinyurl.com/yebw35l.

Members of the media and blogging community can request a copy of the complete survey results by sending an e-mail to fstrong-at-vocus-dot-com. Alternatively the survey results are available publicly through this registration page: Integrated Communications Survey.

About Vocus
Vocus, Inc. (NASDAQ: VOCS) is a leading provider of on-demand software for public relations management. Our web-based software suite helps organizations of all sizes to fundamentally change the way they communicate with both the media and the public, optimizing their public relations and increasing their ability to measure its impact. Our on-demand software addresses the critical functions of public relations including media relations, news distribution and news monitoring. We deliver our solutions over the Internet using a secure, scalable application and system architecture, which allows our customers to eliminate expensive up-front hardware and software costs and to quickly deploy and adopt our on-demand software. Vocus is used by more than 4,800 organizations worldwide and is available in seven languages. Vocus is based in Lanham, MD with offices in North America, Europe and Asia. For more information, please visit http://www.vocus.com or call (800) 345-5572.

This release contains "forward-looking" statements that are made pursuant to the Safe Harbor provisions of the Private Securities Litigation Reform Act of 1995. These are statements that are predictive in nature, that depend upon or refer to future events or conditions, or that include words such as "may," "will," "expects," "projects," "anticipates," "estimates," "believes," "intends," "plans," "should," "seeks," and similar expressions. This press release contains forward-looking statements relating to, among other things, Vocus’ expectations and assumptions concerning future financial performance. Forward-looking statements involve known and unknown risks and uncertainties that may cause actual future results to differ materially from those projected or contemplated in the forward-looking statements. Forward-looking statements may be significantly impacted by certain risks and uncertainties described in Vocus' filings with the Securities and Exchange Commission.

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Frank Strong
Vocus
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