Advertising has traditionally dominated the media landscape,
<ul><li>but other forms of </li></ul><ul><li>marketing are taking center stage, </li></ul>
such as digital media, flickr user rheauchyr social media, and public relations.
<ul><li>And, marketing dollars are moving toward these channels. </li></ul>
In 2005, for every $56 spent on advertising, only $1 was spent on PR.
Today, the PR:advertising ratio is $1:$44 This $1:$56 ratio is moving in PR’s favor… And in 2012 it will be $1:$40. Data: Zenith Optimedia Analysis: Burson-Marsteller TV advertising: $56 billion Internet advertising: $23 billion Direct Marketing: $48 billion Newspaper: $30 billion Magazine Advertising: $18 billion PR: $4 b
PR spend will increase 35% , Zenith Optimedia Burson-Marsteller So, from 2005 to 2012, and advertising spend will decrease 3% . Data: Zenith Optimedia Analysis: Burson-Marsteller
<ul><li>Because data proves that effective PR programs drive value… </li></ul>
<ul><li>A well-communicated corporate mission and purpose can impact a company’s financial performance by </li></ul><ul><li>up to 17%. </li></ul>Burson-Marsteller EMEA and IMD data
Globally, companies with the most effective internal communications programs have 47% higher returns to shareholders. Watson Wyatt data
Case Study: Real estate website casa.it increased the number of paying agencies on its website by 24% after optimizing its digital and social media communications channels. Burson-Marsteller Case Study
<ul><li>Case Study: </li></ul><ul><li>The World Wildlife Foundation awarded the green light to Norwegian cod fishing and exports increased by up to 34% after a public relations program restored public opinion about the sustainability of cod fishing in Norwegian waters. </li></ul>Burson-Marsteller Case Study
<ul><li>Case Study: </li></ul><ul><li>Research-based messaging about the ease of bypassing common home security systems increased the sales of home insurance products 44% for a leading regional insurance company. </li></ul>Burson-Marsteller Case Study
Case Study : A New York City Board of Elections public education campaign resulted in 84% of New Yorkers reporting that they were confident about how to use a newly-implemented voting system.
SET MEASURABLE OBJECTIVES: Highly effective communicators are 3 times more likely to have a formal measurement program. Watson Wyatt data
FOCUS ON OUTCOMES: 53% of highly effective communicators are increasing use of outcome metrics – as compared with only 34% of less effective communicators. Watson Wyatt data