33% of executives believe PR to be the most important for business outcomes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 04, 2019, 2:24 AM UTC

55 US executives were surveyed for a study.  

This article cites a study by North 6TH Agency as per which corporate executives experience a disconnect between the results expected from PR and what is actually received. 33% of executives said that PR was the most important for their specific business outcomes.

The research revealed that on a one-to-five rating scale, 27% rated PR’s effectiveness a two on their desired business outcomes. 82% of respondents noted raising brand awareness as their main business objective out of a PR campaign, whereas 70% reported driving revenue.  

Further, 41% of participants only rely on internal PR teams, and only 22% of executives outsource their PR initiatives to an outside agency. 20% of those surveyed use both internal and external PR agencies.

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