October 17 2012
The Public Relations Global Network (PRGN), an international network of nearly 50 independent public relations firms worldwide, has released the findings from its international survey of communications professionals regarding their current and anticipated future use of social media in Europe, Australia, Africa, South America, Middle East, Asia and the United States.
According to Mark Paterson, PRGN president, the Network conducted the survey to capture the conversation relating to social media on a global basis. “As part of our 20th anniversary year, we wanted to put in the field a survey on social media, a discipline that our industry and certainly our members have embraced that is generating significant growth internationally,” said Paterson. “It is obvious from the survey that return on investment will be the yardstick for social media.”
While the full survey results are available on the PRGN website, highlights include:
In the next five years, outcomes such as product sales and leads as well as traffic counts such as posts, likes, comments, trackbacks and pings both received more mentions from 70% of the respondents.
Regarding the demographics of the respondents, 43% were in public relations, 33% in communications and 21% in marketing. In terms of job function level, 45% were senior-most communications/marketing professionals. From an age perspective, 40% were 32-47, 33% were 48-66 and 26% were 31 or younger.
“Based on the results of the survey, it is safe to say that public relations agencies will only move social media forward among the clients we represent if top management agrees to support the investment,” Paterson added. “Return on investment is sure to be scrutinized by leadership.”
LCWA Research, the PRGN affiliate in Chicago, was engaged to do the survey. It was web-based and conducted between August 30 and September 12, 2012.
A copy of the PRGN white paper entitled “Communications Professionals and Social Media: PRGN’S 20th Anniversary Report to the Industry” is available online at www.prgn.com.