This document summarizes key findings from a survey of 278 public relations, marketing, and human resources professionals regarding their organization's use of digital communications and new media skills.
The survey found that over 70% of organizations currently use social networking as part of their web-based communications, demonstrating new media and social media have become integral to organizational communications. It also found that public relations is leading the adoption of social media channels within most organizations. Additionally, knowledge of social media skills like social networking is considered almost as important as traditional media relations experience when hiring public relations and marketing professionals.
The future of corporate communications reportBrunswick Group
As Europe’s senior communications professionals scan the horizon for clues about the future of their role, their top concerns are how to ensure consistency of message across the organisation and how to cut through the information overload to be heard. Many communicators believe the answer lies in consolidation of communications functions to ensure alignment and impact.
In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe.
For more information please contact:
Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/
We provide a broad range of executive and management search services throughout the US and worldwide. We represent Network Recruiters and its 1,000 worldwide offices. Whether you require a single search or a global project, you still have a single point of contact with a track record of success.
Brunswick Future of Stakeholder Engagement Report February 2013Brunswick Group
Conventional wisdom holds that “Stakeholder Engagement” is important and organisations should be doing it.But there’s very little data available about what “it” is, or about the benefits and risks organisations see from engaging in new ways with groups they may not have dealt with in the past.
The purpose of this survey was to explore what stakeholder engagement looks like with those who are closest to the front line: senior European communicators at large corporations, government bodies, NGOs, associations and other organisations.
The future of corporate communications reportBrunswick Group
As Europe’s senior communications professionals scan the horizon for clues about the future of their role, their top concerns are how to ensure consistency of message across the organisation and how to cut through the information overload to be heard. Many communicators believe the answer lies in consolidation of communications functions to ensure alignment and impact.
In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe.
For more information please contact:
Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/
We provide a broad range of executive and management search services throughout the US and worldwide. We represent Network Recruiters and its 1,000 worldwide offices. Whether you require a single search or a global project, you still have a single point of contact with a track record of success.
Brunswick Future of Stakeholder Engagement Report February 2013Brunswick Group
Conventional wisdom holds that “Stakeholder Engagement” is important and organisations should be doing it.But there’s very little data available about what “it” is, or about the benefits and risks organisations see from engaging in new ways with groups they may not have dealt with in the past.
The purpose of this survey was to explore what stakeholder engagement looks like with those who are closest to the front line: senior European communicators at large corporations, government bodies, NGOs, associations and other organisations.
Future proofing in-house PR teams - 3 monkeys | ZENOPRmoment
Three years ago 3 Monkeys Zeno (3MZ) partnered with PRmoment to conduct qualitative and quantitative research
across senior in-house communications leaders. Our aim was to gain intel and insight into how these sector
leaders were adapting to the ever changing world of PR and comms. What new demands were being made of
them? How were they partnering with consultancies and agencies to support them? In terms of their recruitment,
what new skills were they seeking? Was their scope of work increasing or decreasing? How were they regarded
internally - did they have a seat at the boardroom table or were they still perceived as the poor cousin of other
marketing disciplines?
The findings were significant enough for us to want to revisit this research in 2017 and are discussed in this report.
Amp Agency - The Psychology of Social - February 2012Steven Duque
Once considered a fad, social media has become the epicenter of online experience. Many social media users express a profound connection to sites like Facebook and Twitter, while others prefer smartphone apps like foursquare. Understanding and exploring why social media has such strong behavioral and psychological connections with users can help marketers better identify strategies for outreach, interaction and content creation. In this report, AMP's Insights Lab has partnered with a team of psychologists and consumers to explore the behavioral and psychological philosophies that bond consumers to social media and then translate those principles into business strategies.
The new Global Communications Report, produced by the Holmes Report in conjunction with University of Southern California’s Center for Public Relations, is the definitive study of the global public relations industry, featuring research, agency rankings and industry analysis.
Delivered in partnership with Survation, the seventh edition of ‘State of the Profession’ gives evidence to burgeoning cross-industry convergence between PR and marketing; the increasing demand for practitioners to be content creators and curators; and, unprecedented detail on industry issues, including an extensive breakdown of gender pay, found to be the most unequal at the most senior levels.
#StateOfPR 2016 reflects the views of more than 1500 practitioners who shared their thoughts on every aspect of public relations, delivering the most compelling snapshot of PR practice to date.
CIPR state of the profession benchmarking survey 2010 Eva Shirokova
As the voice of the profession, the CIPR provides insight into the role of PR practitioners and the profession. The 2010 CIPR's Annual State of the PR Profession Survey of almost 2,000 members, carried out by ComRes, reveals that while the profession has remained resilient, with slight increases in the majority of communications budgets, economic pressure continues.
The future of corporate communications infographicBrunswick Group
Cutting through the noise
Views of senior European communicators on the changing landscape and roles for corporate communicators.
In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe.
For more information please contact:
Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/
Estudio elaborador por el Instituto Korn/Ferry sobre la figura del Chief Communications Officer a partir de una encuesta global a los principales directivos de las compañías de Fortune 500
The Role of Social Media in Employer Branding and Recruitment in Modern Organ...Aakriti Agarwal
This project includes understanding the concept of employer branding and it's need in today's organisations. It stresses on why social media recruitment is a preferred approach to recruiting nowadays and how mainitaing an organisation's brand image is more than just the Marketing department's onus
Marsh University – People’s Insights Volume 2, Issue 32MSL
This week, we distill insights around Marsh University - an internal platform where Marsh’s ‘crowd’ of 26,000 employees can share their expertise and experience with one another.
For more about Marsh U, visit: http://peopleslab.mslgroup.com/peoplesinsights/marsh-university-peoples-insights-volume-2-issue-32
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities.
We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook.
For more, see: http://peopleslab.mslgroup.com/future-of-engagement
2014 study from Kornferry (the world’s largest executive search firm) shows, European Chief Communications Officers’ roles are moving above and beyond traditional responsibilities.
According to the report, leadership skills have taken on more significance for CCOs over the past few years. By far, ‘understanding the business’ is the single biggest requirement for a successful CCO.
There are lots more insights on what it takes to take your career to the ultimate level in the Kornferry report.
Why not start making headway today?
Get to grips with some of the most pertinent issues in becoming a communications leader by joining us at EuroComm 2015 — where we will address these, and more strategic communications issues courtesy of leading speakers from Royal Dutch Shell, MORI, and more.
This economic development webinar sesssion included a deeper dive into LinkedIn, Twitter, YouTube. It showed how to use these tools with specific recommendations for th eeconomic development office.
A framework for managing social media by:
• Establishing guidance
• Defining the landscape
• Clarifying roles and responsibilities
• Addressing legal issues
• Understanding best practices
Business transformation - Failure Case StudyPerry Cao
Business Transformation, a holistic concept that responds in both external & internal forces, which takes harder requests in changing business fundamentals, to improve business performance in the context of shifting industry or long-stretching business failures. The main concept of Business Transformation is about taking purposeful actions at all angles of functional existences to seize the pinpoint opportunities in the currency. Over the work, advanced & enabled - technology plays critical roles in digitisation and in strengthening transformational efficiencies.
In the Executive Programmes named Entrepreneurial Leadership & Digital Innovation, held at ESCP Business School, I was trained and equipped with full skills to deliver Business Transformation. One of the important lessons that I have been taught was about Failure.
Today, I have completed a contract with a Technology company (confidential ). I was very successful when driving the changes into failures. Why is Failure another form of success in Business Transformation ? Let's explore.
Member report - Turn - 2016 Agency Report: Bridging the Disconnect Between Cr...IAB Europe
A survey of agency professionals found that the majority of respondents said they depend on data insights to inform creative messaging, but the information isn’t always accessible. In fact, more than one in three creatives said getting the brand to share data insights is their greatest challenge to producing a successful campaign, and another third cited the same issues when communicating with media agencies. There’s a disconnect between creatives and data -- both in terms of knowledge and access.
CIPR state of the profession benchmarking survey 2010 Apeiron Agency
As the voice of the profession, the CIPR provides insight into the role of PR practitioners and the profession. The 2010 CIPR’s Annual State of the PR Profession Survey of almost 2,000 members, carried out by ComRes, reveals that while the profession has remained resilient, with slight increases in the majority of communications budgets, economic pressure continues
Future proofing in-house PR teams - 3 monkeys | ZENOPRmoment
Three years ago 3 Monkeys Zeno (3MZ) partnered with PRmoment to conduct qualitative and quantitative research
across senior in-house communications leaders. Our aim was to gain intel and insight into how these sector
leaders were adapting to the ever changing world of PR and comms. What new demands were being made of
them? How were they partnering with consultancies and agencies to support them? In terms of their recruitment,
what new skills were they seeking? Was their scope of work increasing or decreasing? How were they regarded
internally - did they have a seat at the boardroom table or were they still perceived as the poor cousin of other
marketing disciplines?
The findings were significant enough for us to want to revisit this research in 2017 and are discussed in this report.
Amp Agency - The Psychology of Social - February 2012Steven Duque
Once considered a fad, social media has become the epicenter of online experience. Many social media users express a profound connection to sites like Facebook and Twitter, while others prefer smartphone apps like foursquare. Understanding and exploring why social media has such strong behavioral and psychological connections with users can help marketers better identify strategies for outreach, interaction and content creation. In this report, AMP's Insights Lab has partnered with a team of psychologists and consumers to explore the behavioral and psychological philosophies that bond consumers to social media and then translate those principles into business strategies.
The new Global Communications Report, produced by the Holmes Report in conjunction with University of Southern California’s Center for Public Relations, is the definitive study of the global public relations industry, featuring research, agency rankings and industry analysis.
Delivered in partnership with Survation, the seventh edition of ‘State of the Profession’ gives evidence to burgeoning cross-industry convergence between PR and marketing; the increasing demand for practitioners to be content creators and curators; and, unprecedented detail on industry issues, including an extensive breakdown of gender pay, found to be the most unequal at the most senior levels.
#StateOfPR 2016 reflects the views of more than 1500 practitioners who shared their thoughts on every aspect of public relations, delivering the most compelling snapshot of PR practice to date.
CIPR state of the profession benchmarking survey 2010 Eva Shirokova
As the voice of the profession, the CIPR provides insight into the role of PR practitioners and the profession. The 2010 CIPR's Annual State of the PR Profession Survey of almost 2,000 members, carried out by ComRes, reveals that while the profession has remained resilient, with slight increases in the majority of communications budgets, economic pressure continues.
The future of corporate communications infographicBrunswick Group
Cutting through the noise
Views of senior European communicators on the changing landscape and roles for corporate communicators.
In order to capture what is top of mind in the shifting European communications arena, Brunswick and the European Association of Communications Directors (EACD) have partnered on a unique piece of research that included EACD members and other senior communicators across Europe.
For more information please contact:
Phil Riggins: www.brunswickgroup.com/people/directory/phil-riggins/
Estudio elaborador por el Instituto Korn/Ferry sobre la figura del Chief Communications Officer a partir de una encuesta global a los principales directivos de las compañías de Fortune 500
The Role of Social Media in Employer Branding and Recruitment in Modern Organ...Aakriti Agarwal
This project includes understanding the concept of employer branding and it's need in today's organisations. It stresses on why social media recruitment is a preferred approach to recruiting nowadays and how mainitaing an organisation's brand image is more than just the Marketing department's onus
Marsh University – People’s Insights Volume 2, Issue 32MSL
This week, we distill insights around Marsh University - an internal platform where Marsh’s ‘crowd’ of 26,000 employees can share their expertise and experience with one another.
For more about Marsh U, visit: http://peopleslab.mslgroup.com/peoplesinsights/marsh-university-peoples-insights-volume-2-issue-32
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities.
We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook.
For more, see: http://peopleslab.mslgroup.com/future-of-engagement
2014 study from Kornferry (the world’s largest executive search firm) shows, European Chief Communications Officers’ roles are moving above and beyond traditional responsibilities.
According to the report, leadership skills have taken on more significance for CCOs over the past few years. By far, ‘understanding the business’ is the single biggest requirement for a successful CCO.
There are lots more insights on what it takes to take your career to the ultimate level in the Kornferry report.
Why not start making headway today?
Get to grips with some of the most pertinent issues in becoming a communications leader by joining us at EuroComm 2015 — where we will address these, and more strategic communications issues courtesy of leading speakers from Royal Dutch Shell, MORI, and more.
This economic development webinar sesssion included a deeper dive into LinkedIn, Twitter, YouTube. It showed how to use these tools with specific recommendations for th eeconomic development office.
A framework for managing social media by:
• Establishing guidance
• Defining the landscape
• Clarifying roles and responsibilities
• Addressing legal issues
• Understanding best practices
Business transformation - Failure Case StudyPerry Cao
Business Transformation, a holistic concept that responds in both external & internal forces, which takes harder requests in changing business fundamentals, to improve business performance in the context of shifting industry or long-stretching business failures. The main concept of Business Transformation is about taking purposeful actions at all angles of functional existences to seize the pinpoint opportunities in the currency. Over the work, advanced & enabled - technology plays critical roles in digitisation and in strengthening transformational efficiencies.
In the Executive Programmes named Entrepreneurial Leadership & Digital Innovation, held at ESCP Business School, I was trained and equipped with full skills to deliver Business Transformation. One of the important lessons that I have been taught was about Failure.
Today, I have completed a contract with a Technology company (confidential ). I was very successful when driving the changes into failures. Why is Failure another form of success in Business Transformation ? Let's explore.
Member report - Turn - 2016 Agency Report: Bridging the Disconnect Between Cr...IAB Europe
A survey of agency professionals found that the majority of respondents said they depend on data insights to inform creative messaging, but the information isn’t always accessible. In fact, more than one in three creatives said getting the brand to share data insights is their greatest challenge to producing a successful campaign, and another third cited the same issues when communicating with media agencies. There’s a disconnect between creatives and data -- both in terms of knowledge and access.
CIPR state of the profession benchmarking survey 2010 Apeiron Agency
As the voice of the profession, the CIPR provides insight into the role of PR practitioners and the profession. The 2010 CIPR’s Annual State of the PR Profession Survey of almost 2,000 members, carried out by ComRes, reveals that while the profession has remained resilient, with slight increases in the majority of communications budgets, economic pressure continues
Ned’s Job of the Week (JOTW) newsletter and Sword and the Script Media conducted the fourth annual JOTW Strategic Communications Survey to understand trends in the field of communications. About 300 professionals took the survey: 97% of respondents are based in the U.S.; 88% report having 11 or more years of experience; 62% of respondents are in-house communicators; and respondents come from more than a dozen different industries. Detailed demographics are included at the end.
Public Relations Impact on Business Matters: Penn Schoen Berlandpsbsrch123
The survey carried out by Penn Schoen Berland to evaluate how Public relations impact on business matters highlights the fact that public relations firms need to become a strategic partner to their client. The global economic environment continues to adversely impact most services businesses, including public relations. Read more about this in winning knowledge section of psbresearch.in
Executive Level Recruitment Insights In Marketing TheCandidateLtd
This area investigates key areas surrounding current Executive Level Recruitment Trends. These aspects include the number of Executive Level roles that exist in industries, traits and skills needed, what recruiters are looking for, and how the roles are being filled in an internal and external context.
Public relations is changing and therefore the skill sets of in-house PR teams are
also changing.
When it is done well, public relations is a vital business tool for today’s
networked world. Public relations practitioners can now have a greater, and more
immediate, impact on their employers’ business than their predecessors. However,
this is an environment of risk and reward. The rewards from good communications
are much greater; but if public relations people get it wrong, the results can be
very serious for their future careers and the organisation they work for.
Engaging Active and Passive Jobseekers - A spotlight on Europe and Asia-PacificKelly Services
The Kelly Global Workforce Index (KGWI) is an annual global survey revealing opinions about work and the workplace. Almost 230,000 people across the Americas, EMEA and APAC regions responded to the 2014 survey.
This first installment, on the topic, Engaging Active and Passive Job Seekers, examines the nature of the contemporary job search process from a candidate’s perspective across Europe and Asia-Pacific
B2B Social Media Investments and Return ReportDemand Metric
While usage is high and effectiveness is moderate, the perceived Return-on-Investment (ROI) for social media is quite unspectacular, as this report will detail. Demand Metric in partnership with Socedo set out to discover the current B2B social media practices, collecting over 475 complete and partial responses to the study survey.
Global Recruitment Trends - Presentation delivered by Speaker Fernando Magalhaes, Senior Manager LatAm, LinkedIn at the marcus evans Latin HR Summit May 28-29 at the Trump Ocean Club, Panama City.
State of influence 2.0 by Brian Solis and TraackrBrian Solis
A groundbreaking report on the state and future of influencer marketing by Brian Solis and Traackr. What if influencer marketing was more than marketing? What if it was about the end-to-end customer or employee experience?
Welcome to a new era of marketing; an era where brands are shaped by the people who experience them. In a world where most consumers are connected, the experiences that they have and share online collectively shape their perceptions, impressions and actions. To a certain extent, all connected consumers are becoming influential in their own ways.
Influence has never been more import- ant. Every year, global communica- tions marketing firm Edelman pub- lishes its “Trust Barometer” report that captures the sentiment of trust in a variety of industries and scenarios. In its 2017 edition1, Edelman learned that the credibility of CEOs was at its lowest level ever. At the same time, the report found that trust in peers, or “a person like yourself,” is as cred- ible a source of information about a company as a technical or academic expert. Without trust, brand market- ing may fall upon skeptical, distrusting or altogether inattentive audiences.
By partnering with the right influenc- ers, or people who tell the right stories in the right context by delivering value at each step, brands can reach people through those they trust while earning trust in the process.
The 5th Annual JOTW Strategic Communications Survey for 2022Frank Strong
5th annual survey of 483 professionals working in communications, public relations and public affairs.
This survey was a joint effort between Ned’s Job of the Week (JOTW) and Sword and the Script Media, LLC. Subscribers to both organizations were solicited to take the survey through mentions in the weekly newsletter, dedicated email requests and social media. Gini Dietrich and Karen Swim also solicited respondents from their respective communities at Spin Sucks and Solo PR Pro.
In total 483 respondents took the survey online, using Survey Monkey, from Friday, May 6, 2022, until June 14, 2022.
Survey takers were incentivized to take the survey with an offer to be entered for a chance to win one of three gift cards ($100, $50 and $25).
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
The 2011 Digital Marketing Outlook Report.Dan St. Peter
Over 600 marketers, agencies, technologists and digital industry insiders have weighed in. Leading digital agencies have provided thought-provoking articles and case studies. And a 14-person panel comprised of guest contributors and notable CMO advisors have provided their insights.
The result: an invaluable planning resource for marketers and agencies in 2011. The 2011 Digital Marketing Outlook (DMO) study, conducted by SoDA and its research partner, AnswerLab, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example the study discovered that 80% of marketers plan to increase the volume of digital projects in 2011 with 4.
Social Media Marketing Play Book - • Provide a framework for establishing a set of clear objectives for their social marketing strategy
• Move beyond the checklist approach and provide a filter for evaluating the myriad of opportunities and platforms
• Think of social marketing as an opportunity to have a continuous, valuable exchange with their customers
• Think about extensions to amplify offline campaigns
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1. 2009 Digital Readiness Report
Essential Online Public
Relations and Marketing Skills
2009 Digital Readiness Report
Essential Online Public
Relations and Marketing Skills
2. Digital Readiness Report 2009
Table of Contents
03 Opening Letter
04 Digital Readiness Survey Description
06 Key Insights
12 Conclusions
The Research Fellows
Eric Schwartzman, iPressroom
Tom Smith, Trend Stream
Don Spetner, Korn/Ferry International
Barbara McDonald, Public Relations Society of America
Licensed Under Creative Commons
This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike
3.0 United States License. To view a copy of this license, visit http://creativecommons.
org/licenses/by-nc-sa/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San
Francisco, California, 94105, USA.
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 02
3. Digital Readiness Report 2009
Opening Letter
Dear Communications Professional,
After training hundreds of executives on why, how and when to use social media for organizational communica-
tions, and deploying online newsrooms through iPressroom for major clients including Target, Toyota, UCLA and
others, the one question repeatedly asked which could never be answered by one research study has always
been which online communications channels are most important? Which ones should organizations deploy first?
And which ones are critical for employees to learn to use to do their jobs effectively in a networked world?
With social media researcher Tom Smith, author of “When Did We Start Trusting Strangers [PDF],” Korn Ferry
International CMO Don Spetner and Public Relations Society of America VP Marketing Barbara McDonald, it is
my distinct honour to share with you the 2009 Digital Readiness Report.
In it you will find the most current, comprehensive data ever assembled on the specific new media and social
media communications skills employers want and prospective new hires need in today’s competitive public rela-
tions and marketing job markets.
In addition to providing the first social media and new media channel rankings by adoption rate, importance and
type of organization, the study also indicates the broader trends concerning which branch of the organization is
winning the right to lead in the use of digital communications in the workplace.
If you’re searching for current data on how organizations are integrating new media and social media into their
organizational hierarchy or looking to update your online communications skills as a public relations or marketing
professional, we hope you find this information useful.
The majority or our sample is comprised of communications and HR professionals with hiring responsibility who
have either added a new public relations or marketing staff member within the last 12 months, or who plan to do
so within the next 12 months.
Our key findings are in this report. But if you’d like additional information, or access to the panel discussion of
our findings, please visit http://www.ipressroom.com/readiness.
Sincerely,
Eric Schwartzman
Founder, iPressroom
@ericschwartzman
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 03
4. Digital Readiness Report 2009
Digital Readiness Survey Description
T he 2009 Digital Readiness Report is intended to
help public relations, corporate communications
and marketing professionals better understand and
job market. Our report covers US-based organiza-
tions of varying size and type.
appreciate how organizations are integrating online The survey was conducted online via self comple-
communications into their business practices. tion questionnaires, which were designed to
provide quantitative data that allows the statisti-
Over the course of a 6-week period during spring cal comparison of trends and attitudes among key
2009, we surveyed 278 public relations, market- segments. Respondents were recruited through
ing and human resources professionals to identify iPressroom, Korn/Ferry International and PRSA,
trends regarding their approach to social media. providing an accurate cross-section of profession-
als in the public relations and marketing category in
Our objective was to capture unbiased, quantitative the US. They were profiled and questioned on their
insights on the impact of these emerging channels involvement in job hiring to ensure that the sample
on organizational communications, both in terms of captured a large proportion of decision makers in
what activities are being employed and what skill- regards to recruitment.
sets communications professionals need in today’s
Which of the following best describes your current organization?
A. Corporation (23%)
23% B. PR/Marketing Agency (44%)
6% C. Government Agency (6%)
7% D. Non-Profit/Association (14%)
E. Academic Institution (7%)
F. Other (6%)
14%
The Findings
While the largest single organization type
6% represented is PR or marketing agencies,
44% the number of responses among all in-house
or client-side professionals constitutes the
majority of respondents at 56%.
Diagram 1
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 04
5. Digital Readiness Report 2009
What is your organization’s annual revenue?
A. Over $10 billion (5%)
36% B. $5 to $10 billion (4%)
5% C. $1 to $5 billion (5%)
5% D. $500 million to $1 billion (5%)
E. $5 million to $500 million (36%)
4% F. Under $5 million (45%)
5%
The Findings
The largest single category of organization by annual
45% revenue is small organizations (45%), then medium-sized
organizations (36%), then $1bn+ organizations (20%)
loosely mirroring the distribution of firms in the US, and
underscoring the statistical relevancy of the sample.
Diagram 2
What is your role in the hiring of new employees?
A. Write job specifications for new roles (12%)
24% B. Manage staffing/hiring budgets (24%)
C. Interview potential candidates (50%)
D. No involvement in the hiring process (14%)
12%
50% The Findings
Almost 75% of respondents are hiring decision makers,
14% 86% participate in the hiring process and only 14% have
no involvement at all in the hiring process.
Diagram 3
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 05
6. Digital Readiness Report 2009
Key Insights
Very high levels of adoption in online communications, demonstrating that new media
and social media are now a core part of the web-based communications mix. They
have become integral to organizational communications.
Which of the following activities does your organization currently employ
as part of its web-based comunications?
Email marketing
Social networking
Search engine optimization
Microblogging
Blogging, podcasting or RSS
Web content management
Other
Social bookmarking
0% 20% 40% 60% 80%
Diagram 4
Attraction of the Sizzle Social Web” analyst Jeremiah Owyang envisions
Social networking adoption out ranks natural an age when organizations will gauge the return-
search engine optimization, with 70% utilizing them on-investment of their social media engagement
compared to 66% for SEO, despite the fact that efforts by measuring interactions between people
82.1% of respondents surveyed in “When Did We and brands online, where ever they may occur. But
Start Trusting Strangers [PDF]” said search engines given the relative glut of available tools to easily
are the most common way they source opinions on and quickly aggregate, track and analyze conver-
products, brands and services and a scant 15% of sations across the multiple information technol-
respondents in the “2009 Edelman Trust Barometer” ogy silos that comprise the social web, transac-
found social networking sites credible as a source tions occurring at an organization’s own domicile
of information about a company. This suggests a remain an easier activity to record and appreciate.
disconnect between the online communications An organization can exercise greater control over
channels that matter most to people versus organi- the user-experience on its own website than it can
zations. Compared to the other studies, the data on a social network, where the user-experience is
suggests organizations are overlooking search imposed by others, making it potentially tougher
engine optimization for the flash and pizzazz of sites for them to convert awareness into transactions for
like Facebook, FriendFeed, Linkedin and MySpace. their own gain. Therefore, it is somewhat counter-
intuitive that organizational communicators do not
Never Mind Conversions. Just Get Out There rank web content management higher, particularly
Discussing his recent report “The Future of the since social networks and micro-blogging services
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 06
7. Digital Readiness Report 2009
are frequently used to distribute hyperlinks that cators see social networking, micro-blogging and
lead friends, and friends of friends of friends, blogging as more important than actively managing
back to a landing page that usually resides on the the content at their own corporate website – partic-
organization’s website. The findings suggest that ularly when people find company websites more
while organizational communicators are intent on credible than social media channels -- may indicate
using social media to get the word out, not as much a fundamental gap in judgement with respect to
planning or strategic insight has been invested into online communications planning.
how to convert inbound traffic into social, informa-
tional or ecommerce transactions. Ease of Use Drives Adoption
Not surprisingly, micro-blogging has grown slightly
Credibility Denial bigger than blogging, 62% versus 59%, demon-
According the “2009 Edelman Trust Barometer,” as strating that lowering the barrier to entry -- the
a source of company information, a company’s own “140-character news cycle” as Shel Holtz puts it
website is seen as more credible than business -- drives social media adoption by making it easier
blogs, personal blogs, social networking sites and for people to participate.
advertising. The fact that organizational communi-
Which of the following activities does your organization currently employ?
Web content management
Microblogging
Social networking
Social bookmarking
Blogging, podcasting or RSS
Search engine optimization
Email marketing
0% 20% 40% 60% 80% 100%
Diagram 5 Less Than $1 bn Greater Than $1 bn
Small to medium-sized enterprises lead the way in social networking and Twitter
Small to medium-sized enterprises are significantly ahead of larger organizations when it comes to adopting
Twitter (64% versus 47%) and social networking (74% adoption versus 38%) but not in blogging which is now
squarely in the large organization’s repertoire. But larger organizations are managing the content on their
web sites more actively than small to medium-sized enterprises.
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 07
8. Digital Readiness Report 2009
Which of the following departments manage aspects of web strategy?
60%
45%
30%
15%
0%
Email Search engine Blogging, pod- Social Social Microblogging Web content
marketing optimization casting or RSS search networking managemen
Diagram 6 Marketing Public Relations IT Executive Management HR Other
Public Relations is leading the social media revolution inside organizations of all types and sizes
• PR leads marketing in the management of all social media communications channels. Marketing leads
PR in managing only email marketing and SEO.
• In 51% of organizations, PR lead digital communications compared to 40.5% where marketing leads
• PR is responsible for blogging at 49% of all organizations. Marketing is responsible for blogging at
22% of all organizations. PR is responsible for social networking at 48% of all organizations. Market-
ing is responsible for social networking at 27% of all organizations.
• PR is responsible for micro-blogging at 52% of all organizations. Marketing is responsible for micro-
blogging at 22% of all organizations.
In my search for PR and/or marketing job candidates, knowledge of the
following is or was important or very important.
Media Relations
Social networking
Blogging, podcasting or RSS
Microblogging
Email marketing
Search engine optimization
Web Content Management
Social bookmarking
0% 20% 40% 60% 80% 100%
Diagram 7 Somewhat Important Very Important
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 08
9. Digital Readiness Report 2009
When searching for prospective candidates, knowledge of social media is almost as important as
traditional media relations recruiting a PR and/or marketing professional, rank
In your experience skills.
the importance of the following digital communications skills:
• Among those responsible for hiring PR and marketing employees, 82% of respondents said mainstream
Blogging, podcasting or RSS
media relations expertise was either important or very important. But over 80% said knowledge of social
Social networking
networks is either important or very important. Nearly 77% said knowledge of blogging, podcasting and
RSS is either important or very Microblogging And almost 72% said an understanding of micro-blogging
important.
services like Twitter are either important or very important.
Web content management
• Other new media communications skills that hiring decision makers found important or very important
Search engine optimization
are search engine optimization (62%), email outreach (56%), web content management (52%) and social
bookmarking (51%). Email marketing
Social bookmarking
• Hiring decision makers recognize the importance of social media in organizational communications.
0 2
To meet the needs of internal and external communications today’s organizations, public relations or
4 6
Diagram 7 Less Than $1 bn Greater Than $1 bn
marketing job seekers need to develop a comprehensive portfolio of digital communications skills.
• 18% of hiring decision makers have no interest at all in traditional public relations skills, signalling a shift
from a mainstream media relations-focused approach.
Digital Skills
Less Than $1 bn Greater Than $1 bn
Rank
1 Social Networking Blogging
2 Blogging Social Networking
3 Micro-Blogging Micro-Blogging
4 SEO Web Content Management
5 Email Marketing SEO
6 Web Content Management Email Marketing
7 Social Bookmarking Social Bookmarking
Diagram 8
With the exception of web content management ranked for $1bn+ is blogging, podcasting or RSS
and email marketing, the new media and social – This is a ranking question. They were asked to
media communications skills sought by $1bn+ rank the skills in order. 1 being most sort after. It’s
versus small to medium-sized enterprises are interesting to note that while the larger firms are
only slightly different more actively managing the content on their web
sites, they appear to be less interested in acquiring
The highest ranked skill for small to medium-sized new staff members with those job skills than small
enterprises is social networking and the highest to medium-sized companies.
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 09
10. Digital Readiness Report 2009
Digital Skills PR/Market- Government Non-profit/ Academic
Corporation
Rank (by type) ing Agency Agency Association Institution
Email marketing 5 7 5 4 6
SEO 5 5 6 6 4
Blogging, 3 2 4 3 1
podcasting
Social Bookmarking 8 6 7 8 7
Social Networking 2 1 2 1 1
Microblogging 4 4 4 5 3
Content manage- 7 8 3 7 5
ment
Media relations 1 3 1 2 2
Diagram 9
Would you consider employing a Social Media specialist?
c. No Interest
b. Maybe Less Than $1 bn
Greater Than $1 bn
A. Definitely
0% 20% 40% 60%
Diagram 10
Social Media is growing in importance as a communications approach, with the majority of organi-
zations considering hiring a specialist. This demonstrates that social media is no longer just
something to do in your spare time, but rather a core discipline to be maintained by a dedicated
resource.
• 26% are definitely interested in hiring dedicated resources to maintain some degree of social media
engagement, while 48% of all organizations are considering adding dedicated staff that specialize in
this area.
• Interest in adding dedicated social media specialists to the workforce is markedly higher among organi-
zations with $1bn+ in annual revenue (43%) that it is at small to medium-sized enterprises (23%).
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 10
11. Digital Readiness Report 2009
Currently, which of the following statements best represents your PR and/
or marketing hiring activity? (select as many as apply)
60%
50%
40%
30%
20%
10%
0%
a. In the process b. Hiring a PR and/or c. Hired a PR and/or d. Not hiring any
of hiring a PR marketing pro- marketing profession- additional PR and/
and/or market- fessional, in the al, in last 12 months or marketing staff,
ing professional next 12 months and have not in
last 12 months
Diagram 11
There is a persistent degree of hiring activity among organizational communicators despite the
recession. If you are looking for a job, a change in role or are starting out in your career, communi-
cations is definitely worth considering:
• 48% had hired a PR or marketing professional in the last 12 months.
• 36% plan to hire a PR or marketing employee in the next 12 months.
• 14% are in the process of hiring now.
• Only 17% had no plans to hire, or had made no hires.
More about the sample:
• Respondents were recruited via iPressroom, Korn/Ferry International and PRSA.
• Mix of small to medium-sized enterprises and larger corporations: 45% under $5m in annual revenue.
55% have revenue of $5m+ and 15% earn over $1bn annually.
• 89% of respondents are decision makers on which candidates to hire, providing a unique perspective on
just how important social media is to organizations, and which social media communications skills are
most sought after.
• 44% are agency staff and 66% are a mix of communications professionals from corporate, government,
non-profit associations and academia.
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 11
12. Digital Readiness Report 2009
Conclusions
The risk of obsolescence
Public relations and marketing professionals without new media and social media communications skills
cannot, and will not, satisfy the requirements of today’s hiring decision makers. To circumvent the risk of
obsolescence, communications professionals should seek out social media and new media training oppor-
tunities that allow them to rapidly update their traditional public relations or marketing skills-sets.
Public relations leads in social networking
While marketing is responsible for email marketing and natural search engine optimization at most organi-
zations, PR leads in social networking, micro-blogging, blogging, podcasting, social bookmarking and even
web content management.
A potential gap in strategy
The good news is organizations are serious about social media engagement and new media communica-
tions. The bad news is the specific channels they’re most interested in deploying are not necessarily the
ones used or trusted most by the public, indicating a potential gap in strategy.
ROI evaluation challenges
Despite the fact that other studies referenced in this report cite company websites as the most credible
source of company information, the only online communications skill less important than managing website
content -- which 52% of respondents said is important or very important -- is social bookmarking at 51%,
suggesting that organizations are taking the same approach to social networking as they took to mass
media relations. Rather than focus on attracting or pulling visitors to their website by publishing high quality
content and researching popular language, organizations appear to be more interested with pushing out
messages to “friends” through social media, even though, in many cases, those messages include hyper-
links back to their own websites. Until these organizations learn to develop a more sophisticated approach
to building and managing landing pages and web content management on their websites, they will have
difficulty evaluating their return on investment for these emerging channels.
While some have predicted that destination websites will become increasingly less important, until measure-
ment tools become readily available to track interactions across the social web, building a business case for
online engagement and demonstrating quantifiable social, information and transactional results may remain
largely the province of an organization’s website. Given Facebook’s walled garden, competitive strategy,
the challenge of aggregating comprehensive data on Facebook interactions seems particularly illusive,
potentially frustrating at least any near term demise of the use of destination websites for organizational
communications.
2009 Digital Readiness Report: Essential Online Public Relations and Marketing Skills 12
13. 2009 Digital Readiness Report
The Online Communications Skills Employers Want and
Candidates Need in Today’s Public Relations and Marketing Job Market
2009 Digital Readiness Report
Essential Online Public
Relations and Marketing Skills