Source: Communications and Public Relations General Accepted Practices 2010 Senior Management Views of Common Organizational Functions’ Contributions to Success, Year-Over-Year Ranking, Corporate Respondents PR Still VERY Important!
89 percent of journalists turn to blogs for story research, 65 percent to social networking sites such as Facebook and LinkedIn, 61 percent to Wikipedia, and 52 percent to micro-blogging services such as Twitter.
The Customer is Changing. Is Your Company? The traditional customer is the one we all were as recently as a decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that. But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same .“ ~ Paul Greenberg, Author of CRM at the Speed of Light
PR Trumps Marketing for Social Media Ownership
Over 25% of companies put between 81 to 100 percent of budgetary control over social media in PR’s hands , compared to marketing, with only 12.6 percent .
Source: Communications and Public Relations General Accepted Practices 2010
"A very persuasive argument can be made that PR/Communication, rather than Marketing, is the logical home for these highly personal and social media, because they require a relatively noncommercial approach," said Jerry Swerling, the Strategic Communication and PR Center's director.
Will Companies Succeed? “ By 2010 more than half of companies that have established an online community will fail to manage it as an agent of change, ultimately eroding customer value . Rushing into social computing initiatives without clearly defined benefits for both the company and the customer will be the biggest cause of failure .” ~ Gartner Group